The marketing objective
In an already complex and fragmented market like India, the laundry category is an extremely commoditized segment with very low loyalty and high price offs. For a category that is an essential commodity, the relationship with brands is extremely functional.
Wheel operates in this highly competitive segment where Ghadi, dominates as the market leader. As a challenger brand, it was imperative for Wheel to not just stand out, but also build a connect with consumers, and grow penetration.
Wheel's purpose was "Pehno Fresh, Socho Fresh" -Wear Fresh & Think Fresh" - this meant that Wheel as a...