HUL Multibrand: Kheloge Toh Jeetoge

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

HUL Multibrand: Kheloge Toh Jeetoge

Aunkita Dey and Jude Pinto

Campaign details

Brand: HUL MultibrandBrand owner: Hindustan Unilever LimitedLead agency: PHD IndiaCountry: IndiaIndustries: Cleaners & detergents, Laundry productsChannels used: Direct marketing, Mobile & appsBudget: Up to 500k

Executive summary

In India, home-to-home (H2H) promoters are seen as intrusion by consumers, with 60% of consumers not opening doors to them, while the 40% who did, did not give the promoters adequate time to educate consumers about their offer. This not only costs in terms of man hours but...

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