Slogan
Marketing Initiatives[edit]
Khushiyon Ki Doli
The company launched a multi-brand rural marketing initiative called Khushiyon Ki Doli,[73] in 2010 in three states – Uttar Pradesh, Andhra Pradesh and Maharashtra. Through this initiative more than 10 million consumers were contacted directly in more than 28,000 villages across these three states. Through this initiative, the company also reached out to 170,000 retailers in these villages.Through this initiative HUL engaged with 25 million rural consumers in media dark areas in 2011.[74]
In 2011, HUL extended this initiative to cover five states – West Bengal, Bihar, Maharashtra, Andhra Pradesh and Uttar Pradesh, covering over fifty thousand villages across these five states.
In 2012, Kushiyon Ki Doli has been extended to Karnataka to cover a total of six States: Maharashtra, UP, Bihar, West Bengal, Andhra Pradesh and Karnataka. The initiative aims to cover over Fifty five thousand villages in 2012.
Various personal care and home care brands of HUL have participated in this initiative including: Wheel, Surf Excel, FAL, Sunsilk, Vim, Lifebuoy and Closeup.
The module follows a three-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 that 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
Khushiyon Ki Doli
The company launched a multi-brand rural marketing initiative called Khushiyon Ki Doli,[73] in 2010 in three states – Uttar Pradesh, Andhra Pradesh and Maharashtra. Through this initiative more than 10 million consumers were contacted directly in more than 28,000 villages across these three states. Through this initiative, the company also reached out to 170,000 retailers in these villages.Through this initiative HUL engaged with 25 million rural consumers in media dark areas in 2011.[74]
In 2011, HUL extended this initiative to cover five states – West Bengal, Bihar, Maharashtra, Andhra Pradesh and Uttar Pradesh, covering over fifty thousand villages across these five states.
In 2012, Kushiyon Ki Doli has been extended to Karnataka to cover a total of six States: Maharashtra, UP, Bihar, West Bengal, Andhra Pradesh and Karnataka. The initiative aims to cover over Fifty five thousand villages in 2012.
Various personal care and home care brands of HUL have participated in this initiative including: Wheel, Surf Excel, FAL, Sunsilk, Vim, Lifebuoy and Closeup.
The module follows a three-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 that 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