Blueair: Pollution Alert System

Anupama Basu

Unilever created a digital mobile-first campaign based around an indoor Pollution Alert System to launch its air purifier brand, Blueair in the New Delhi market in India.

Campaign details

Brand: BlueairBrand owner: Hindustan UnileverAgency: Mindshare IndiaMarket: IndiaIndustries: Home appliancesMedia channels: Mobile & appsBudget: Up to 500k

Executive summary

Air pollution is a leading health risk factor and is attributed to 9% of deaths, globally. There is outdoor and indoor (household) air pollution and in the months leading up to the Covid-19 outbreak, a toxic smog engulfed New Delhi, surpassing Beijing in becoming the most polluted in the world.

Research revealed that the air indoors was five times worse and by leveraging data and technology,...

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