Active Wheel: Lo Kar Lo Baat

This case study describes how Indian detergent brand Active Wheel, used a Voice Recognition-enabled Interactive Voice Response, to target the wives of migrant workers and relaunch the brand.

Active Wheel: Lo Kar Lo Baat

Priya Shetty, Shevaita Handoo, Anushree Ghosh, Tinaz Daruwalla et al

Campaign details

Brand: Active Wheel Brand owner: Hindustan Unilever Limited Lead agency: PHD India Country: India Industry: Cleaners & detergents Channels used: Direct marketing, Events & experiential, Mobile & apps, Packaging & design 1 - 3 million