Fair and Lovely: Project Forshya — The best ever (Re)-Launch
Viswanathan Veeramani
Campaign details
Brand owner: UnileverLead agency: Lowe LintasBudget: 3 - 5 millionCountry: IndiaIndustry: Skin care, sun protectionMedia: Direct marketing, Magazines - consumer, Mobile and apps, Newspapers, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Radio, Television
Executive summary
This case study describes how Fair and Lovely, one of Unilever India's biggest and most profitable brands, used previously untapped data to target lapsed consumers and grow sales. Fair and Lovely was losing market share. An...