Use of Radio & Audio
Client Hindustan Unilever Ltd
Brand Pureit
Entrant Mindshare
Brief Many parts in India receive water with high TDS/ Impurities. This makes the water Taste Salty. However consumers tend to ignore this and have come to live with this problem. Our goal was to create awareness of this problem and position PUREIT as the ideal solution.
The “Pureit Drinking Jockey (DJ)”, a Water Expert made surprise visits to consumer homes in select localities. He TASTED & also TESTED the water and determined the “Paani Ka Haal” (i.e. levels of TDS). Thereby the consumer could understand the extent of the problem. To gain access to these homes we teamed up with Radio Mirchi. These interactions at the homes were repurposed as content.