Wheel: Beyond the confines of HER kitchen

Wheel, an Indian detergent powder brand, partnered with Jio, an Indian mobile service provider, to provide an e-learning platform to women living in rural areas of India.

Campaign details

Brand: WheelBrand owner: UnileverEntrant company: Mindshare, MumbaiMarket: IndiaSector: Laundry productsMedia channels: Mobile & apps, Online video, Online display, Packaging & design, Sales promotionBudget: 500k - 1 million

Executive summary

Indian women are regarded as the best managers. The sheer genius in them brings out their best despite of unsurmountable odds.

Even though most Indian women are housewives, they do have a desire to contribute in some way towards the success of their family. While urban, educated women can freely opt to work outside their homes,...

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