Active Wheel 2in1: The wheel of progress

S Subramanyeswar, Shipra Chinchankar, Neeta D'Souza

Mass-market detergent Wheel implemented a digital-led campaign in India to improve penetration, increase market share and empower women financially.

Campaign details

Brand: Active Wheel 2in1Brand owner: Unilever IndiaAgency: MullenLowe LintasMarket: IndiaSector: Laundry productsMedia channels: Content marketing, Mobile & apps, Online videoBudget: Up to 500k

Executive summary

Women have a strangely mystifying status in India. In mythology and folklore, they are worshipped, idolised and venerated, but in everyday life they are often subjugated, labelled and objectified. Given the fragile socio-economic position of their families, young women in small towns and rural India have an irrepressible urge to contribute with a second income, but they are held...

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