Unilever: Start a little good

Priyanka Nair, Meghna Sethy, Nadia Miranda

Consumer goods company Hindustan Unilever drove behavioural and attitudinal change among consumers in India towards water, plastic and health safety with a TV and digital drive as part of its Start a Little Good programme.

Campaign details

Brand: UnileverBrand owner: Hindustan Unilever LimitedLead agency: Ogilvy IndiaContributing agencies: Mindshare India, Geometry IndiaMarket: IndiaSector: Food industry (general), Toiletries & cosmetics (general)Media channels: Online video, Social media, Television, Websites & micrositesBudget: Up to 500k

Executive summary

What does it take to make sustainability sustainable?

Finding a more effective way to break through Indian consumers' social apathy is turning out to be a litmus-test for Unilever's all-in investment in 'making sustainable-living a commonplace' and commitment to demonstrate that 'purpose-led businesses drive superior performance'.

This...

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