Nimyle: Cleaning Champions – Mopping it out of the park

Ramana Charan, Nirav Parekh

Floor cleaner brand Nimyle turned cleaning into a competitive online sport, to enhance engagement and boost trial in India.

Campaign details

Brand: NimyleBrand owner: ITCEntrant company: Ogilvy - IndiaIdea creation: Ogilvy MumbaiMarket: AsiaSector: Household & domesticMedia channels: Online video, Word of mouth, Influencers, KOLs, Social media, Competitions & contestsBudget: Up to 500k

Executive summary

How could Nimyle get people to switch their floor cleaner brand, a category no one gives a second thought about, especially when India's current leading brand enjoys an ‘auto-pilot’ purchase from most consumers?

During the lockdown of 2020, floor cleaner brand Nimyle realised that, when household help was not available,...

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