Campaign details
Brand: WheelBrand owner: Unilever IndiaAgency: Mindshare FulcrumMarket: IndiaIndustries: Mobile & apps, Online display, Online video, Packaging & designMedia channels: Laundry productsBudget: Up to 500k
Executive summary
Source: Kantar Panel Market: India U+R
Wheel, a laundry detergent brand, operates in the mass powders laundry segment. In a highly commoditised category dominated by low loyalty and high price-offs, Wheel wanted to stand out from the clutter and grow by building an emotional connect in an otherwise functional category.
The brand's purpose focused on evoking 'freshness' in attire...