Professor Arindam Chaudhuri’s Profile
Brand: Surf
Agency: Lowe
This one not only blew the brand’s trumpet loud n’ clear, but also sent out a social message with Member of Parliament Shabana Azmi endorsing it enthusiastically. HUL claimed a powder that reduced water consumed in the washing of clothes and sold it as a social campaign to save water. Sales of Surf zoomed 15% after the campaign. Interestingly, before Shabana, HUL had test-launched this campaign with south Indian star Revathy Menon. Now that’s called testing waters... oops, in this case, saving water!
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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