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...