Active Wheel 2in1: The wheel of progress

Mass-market detergent Wheel implemented a digital-led campaign in India to improve penetration, increase market share and empower women financially.

Campaign details

Brand: Active Wheel 2in1 Brand owner: Unilever India Agency: MullenLowe Lintas Market: India Sector: Laundry products Media channels: Content marketing, Mobile & apps, Online video Budget: Up to 500k

Executive summary

Women have a strangely mystifying status in India. In mythology and folklore, they are worshipped, idolised and venerated, but in everyday life they are often subjugated, labelled and objectified. Given the fragile socio-economic position of their fa