HUL launches multi-brand rural activation programme
“Khushiyon ki Doli” is a rural marketing initiative launches in three states – Uttar Pradesh, Andhra Pradesh and Maharashtra.
The main objective of the campaign is to reach out to media dark villages with HUL brand messages and to engage with consumers deeply to rapidly change brand adoption metrics. The main aim is to change attitudes of the rural mass to inculcate good personal hygiene and through this create greater preference for the company brands by association to daily hygiene habits.
Through a multi-brand approach, Khushiyon ki Doli also helps to create a cost efficient rural activation module. It involves various personal care and home care brands of HUL including Wheel, Surf Excel, FAL, Sunsilk, Vim, Lifebuoy and Closeup. The module follows a 3-step process, starting with awareness, moving on to consumer engagement and finally retail contact.
The first step of spreading awareness is achieved through a team of promoters who head to each village and invite the villages to what is known as ‘Mohallas’ to make them aware of the company and its products. In every village, there are about 4-5 teams who conduct these events in local language for small focused groups so that it allows for greater engagement and involvement for the consumers. During this activity, brands are introduced with the help of TVCs that are played continuously. And the promoters by way of ‘live’ demonstrations bring alive the hygiene benefits of using such brands and improving the quality of daily life. To increase the ‘fun’ element and enhance involvement, promoters also conduct simple quizzes and games around the brands and daily hygiene habits. As part of this activation, we offer schemes both for the participating consumers and also local retailers for generating trial among consumers as well enhancing availability at retail.
Post the mohalla activity, the promoters go home to home and conduct consumer home visits to generate trial where they offer attractive promotions to the consumers. Similarly, there is another team which visits all the shops in the village which ensures improved availability and visibility of HUL brands.
One of the unique aspects of this initiative is the use of technology to bring alive the benefits of our brands in a simple and compelling manner. The other unique characteristic feature of this initiative is the effective use of popular traditional symbols with technology to create more acceptance. For example, the brand films and hygiene messages are shown to the consumers through the use of Palki.
Hindustan Unilever Limited,
B. D. Sawant Marg,
Chakala, Andheri (E),
Mumbai - 400 099.
T: +91 22 39830000
F: +91 22 22871970