HUL Multibrand: Kheloge Toh Jeetoge

Jude Pinto and Aunkita Dey

Campaign details

Brand: HUL Multibrand
Brand Owner: Hindustan Unilever Limited
Lead agency: PHD India
Country: India
Industry: Cleaners & detergents, Laundry products
Channels used: Direct marketing, Events & experiential, Mobile & apps
Budget: 500k - 1 million

Executive summary

For Hindustan Unilever Limited, home-to-home marketing is an important tactic to target potential consumers and aid behaviour change. But, with consumers' lives becoming very hectic, it is difficult for them to reach the consumers they desire.

With the intention of reaching out to the maximum number of consumers and spreading its brand messages, HUL had to devise an interesting and interactive method to communicate. A one-of-its-kind mobile IVRS-based board game was designed and, instead of promoting the products, all that the promoters had to do was promote the games.