ITC Limited: Nimyle Cleaning Champions – Men Who Mop

Nirav Parekh, Ramana Charan

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands