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Lowe Turns Washing Into A Delightful Experience

Conceptualizes a new campaign for Unilever’s detergent brand Wheel Green Bar; watch the TVC here.

Hitesh Ranot | Delhi | December 27, 2010

Hindustan Unilever Ltd has launched a new campaign for its detergent brand Wheel Green Bar. The campaign including a TVC is conceptualized by Lowe Lintas. The Ad was released on-air on 15th Dec 2010.

The objective of the communication is to make potential consumers and Wheel bar lapsers re-appraise new Wheel bar by communicating the proposition of Jasmine fragrance along with great cleaning.


The Active Wheel Green Bar is successfully positioned as one that helps transform the laborious chore of laundry into a delightful experience through the fragrance of flowers and better cleaning power of lemons.

The team wanted to replicate the achievement on the detergent bar format as well. Since the powder commercial had also communicated floral fragrance and power of lemons, the Lowe team faced the challenge of delivering similar news on bar format as well. The team had to convert the laborious task of scrubbing collars and cuffs into a delightful experience using Wheel’s new bar offering which has the fragrance of jasmine. Scrubbing cuffs and collars is a specific task assigned to bars and that’s where their torture test is.

Since the primary market is Maharashtra, the creative solution Lowe uses is the popular Maharashtrian Lezim dance form by replacing the instruments with clothes to bring out enjoyable experience that Wheel bar brings to the process of laundry. The use of Nasik Dhol also added to the local flavor while the husband introducing and taking part brings joy to the overall wash experience. The quintessential Bollywood romantic hero, Salman Khan, continues to be the face of the brand, this time playing the perfect romantic husband.


Creative Agency: Lowe Lintas

Creative: Arun Iyer, Ramkrishna Gopi Yadav, Zeth Aynikkat, Sushant Joshi, Ankit Pandya

Planning: Devika Sharma

Account Management: Virat Tandon, Parikshit Shah, Saanwari Gorwaney, Amey Gangoli


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