Active Wheel: Lo Kar Lo Baat

This case study describes how Indian detergent brand Active Wheel, used a Voice Recognition-enabled Interactive Voice Response, to target the wives of migrant workers and relaunch the brand.

Active Wheel: Lo Kar Lo Baat

Priya Shetty, Shevaita Handoo, Anushree Ghosh, Tinaz Daruwalla et al

Campaign details

Brand: Active WheelBrand owner: Hindustan Unilever LimitedLead agency: PHD IndiaCountry: IndiaIndustry: Cleaners & detergentsChannels used: Direct marketing, Events & experiential, Mobile & apps, Packaging & designBudget: 1 - 3 million

Executive summary

Active Wheel is a strong challenger detergent brand in the markets of Uttar Pradesh and Bihar. It wanted to take an initiative which would be specifically planned for Bihar. Since the category that Wheel operates in is...

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