HUL - PROJECT BHARAT

Objective
Penetration in 2,35,000 villages with less than 2k population.
Increase HUL’s reach in rural India from 43% to 75%.

Strategy
Sampling of the sample packs, comprising a low-unit price pack each of: Shampoo, Talc ,Tooth paste Skin cream which were priced at Rs.15/-.

Activation
30 Bharat Units were activated to cover 6 lac households.
Team visited villages distributing low-unit-price sample packs.
TV show (Ramayana & Chitra haar) in the evening at a common place in a village with coupons distribution for Lucky Draw.

Result
6lac households contacted in 10 months.
Nearly 20K villages reached.
Sale of Fair & Lovely increased by 50%
This activation helped in changing perception of TG's in using Clinic plus shampoo for cleaning of hair instead of the soap.