Wheel: Career from Home – Wheel Ghar se Career

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

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...

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