Hindustan Unilever: Essentials on Wheels

Harshdeep Chhabra, Ajay Mehta, Sairam Ranganathan

Consumer goods company, Hindustan Unilever, turned brand speak into brand action, launching a valuable Essentials on Wheels direct-to-home delivery service during the Covid-19 pandemic in India.

Campaign details

Brand: Hindustan UnileverBrand owner: Hindustan Unilever LimitedAgency: Mindshare FulcrumMarket: IndiaIndustries: Toiletries (general), Food (general)Media channels: Mobile & apps, Outdoor, out-of-home,Budget: Up to 500k

Executive summary

In early 2020, India was under lockdown while the Covid-19 Pandemic wreaked havoc across the Indian subcontinent paralysing everyday life and economic activity. Nationwide lockdowns led to the shutting down of most businesses with a direct impact on employment and household incomes, and resulting in unrest and displacement of large migrant labour populations.

With the shutting down of transport routes,...

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