Hindustan Unilever Limited: Every homemaker's ally – Cleanipedia

Unilever, a consumer goods brand, launched a website of home care hacks, Cleanipedia, to reach Indian consumers and play a bigger role in their lives.

The communication goal

Hindustan Unilever's (HUL) Home Care (HC) portfolio includes more than 10 iconic brands that have built their USPs through functional, product-centric communication.

But, while a Surf speaks of tough stain removal, it also finds 'me too' brands vying for the consumer's attention with similar functional benefits.

For a low involvement category like Home Care, our goal was to help HUL brands make a breakthrough.

We needed to build further relevance and find a way to play a larger role in our consumers' lives.

The situation analysis

Our target audience comprises of homemakers. Each day is a struggle...

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