Blueair: Pollution alert system

Blueair, an air purifier brand, increased brand and category awareness across India by launching personalised, real-time messages on mobile that notified consumers of the dangers of pollution in their area.

Campaign details

Brand: BlueairAgency: Mindshare India

Strategy

Objective

In India, air purifiers are perceived as luxury devices because of their high installation and maintenance costs. Over the recent years, however, there has been a considerable surge in demand fuelled by the metros' rapidly degrading air overwinters.

Unilever India's newly acquired Swedish air purifier brand, Blueair, wanted to build awareness and consideration in India. Launched in the latter half of 2019, Blueair, with its Swedish technology was a late entrant into the market. While category awareness in the country was low it was quickly cluttered with cheaper and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands