Sunlight: Tantir rong

Sunlight, a detergent brand in India, designed the Sunlight Tantir Rong to connect weavers with ace fashion designer, Parama Ghosh, bring alive the brand's purpose to rebuild brand love, and reinstate its position in the market.

The marketing objective

Sunlight, a 100-year-old regional detergent brand from the house of Unilever is West Bengal's iconic brand. With superior colour-guard technology, Sunlight depicts its communication through colourful sarees. Even the brand's purpose is to 'Enable people to bring back colours in their lives'.

When the brand noticed slowed-down sales, the objective was to bring alive the brand's purpose to rebuild brand love and thus reinstate its position in the market.

The target audience

Sunlight has developed a strong regional appeal over the years - making inroads into millions of households in West Bengal. Women over the age of...

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