Sunlight: Tantir rong

Sunlight, a detergent company, increased market share and search volume in India by giving traditional handloom weavers a platform during a shopping festival in West Bengal.

Campaign details

Brand: SunlightAgency: Mindshare IndiaRegion: APAC

Campaign video

Strategy

Objective

Sunlight a 100-year-old regional detergent from the house of Unilever is West Bengal's iconic brand and was struggling to retain market-share and saw slowed-down sales since a few months.

Being the market leader in West Bengal, there was an opportunity to reach a bigger audience, amongst which, brand saliency was already achieved. The objective was to build brand love and thereby increase market-share with the brand purpose of 'Enabling people to bring back colors in their lives'.

Target Audience

Unilever's oldest brand in India,...

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