ITC Limited: Nimyle Cleaning Champions – Men Who Mop

ITC Limited, a fast-moving consumer goods brand, launched a campaign in India to grow the brand across West Bengal, Tamil Nadu and Andhra Pradesh, and get people to reconsider their floor cleaner brand.

Campaign details

Brand: ITC Brand owner: ITC Entrant company: ITC LimitedIdea creation: Ogilvy Mumbai Market: India Sector: Cleaners & detergents Media channels: Competitions & contests, Online video, Social mediaBudget: 500k - 1 million

Executive summary

Back during lockdown 2020, a time when women were overburdened with managing household duties, managing their kids’ online classes and their professional lives. Nimyle floor cleaner, a young challenger brand operating in a category dominated by market leader Lizol, managed to increase average monthly sales value in focus markets...

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