2012 – Hindustan Unilever (HUL) Active Wheel Rural Marketing Campaign

Hindustan Unilever’s (HUL) – Active wheel campaign was customized by integrating missed call, toll-free no. & voice SMS (OBD) with traditional mediums like radio & ground activations to achieve its desired objective of reaching consumers in media-dark markets and build top-of-the-mind brand recall.

The result was

  • - 2.8 million unique consumers engaged with the brand 24 million times over a period of a year
  • - 55% of the respondents were from non-TV households