Pureit Cares For Chennai

Ronnie Thomas and Aunkita Dey

Campaign details

Brand: Pureit
Brand owner: Hindustan Unilever Limited
Lead agency: PHD India
Country: India
Industry: Home improvement
Channels used: Mobile & apps, Social media
Budget: Up to 500k

Executive summary

In December 2015, when it started raining incessantly in the Indian city of Chennai, people started gathering for all the essentials that they would require during the days ahead but forgot one crucial thing – pure drinking water. In such a situation, Pureit, a water purifier brand from Hindustan Unilever Limited decided to step up and take on the task of providing clean drinking water to those stranded by the flooding.

Hence, the objective was simply to reach out to the maximum number of Chennaites with the message of pure drinking water, at a time when most of the traditional media options failed to operate.

Market background and context