In Lintas I was looking after the WHEEL franchise. WHEEL was HUL's response to the low cost detergents, NIRMA in particular. We did the relaunch of the brand to position it as a powerful cleaner since market research suggested that consumers rationalized the harm caused to hands by NIRMA as proof of its strength. SAFAI KA TOOFAN was the result. This was on TV and radio, given the literacy issues and media consumption habits of the TG.
My contributions were in delivering a superior media product with Kenneth D' Souza, the planner on the account. We got a high rating from Devinder Kishore who was the client on the account. Here to, the Launch Conference , was an exciting affair with music, jokes and dances being the mainstay in the content provided as AV support.
The next contribution was in systems.I did a reconciliation of MIS figures and Client Service figures on revenue and unearthed an unbilled amount of nearly 4 crores(40 million). The variance analysis later became a template for the rest of the HLL brand teams.
An idea to tap the rural markets also won me an EDISON award. It involved collaborating with the Milk Federations and using their logistics network which ran procurement trips to the villages everyday with the truck nearly or partly empty till the route reached the last procurement point.
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