Traditionally in a rural Indian wedding, the bride arrives in a ‘Palanquin’ - a symbol of happiness and celebration. The bride brings with her new information, products and habits.Various HUL brands promise better health and lifestyle, bringing happiness and well-being for the family.

Marrying these two, we created ‘The Palanquin of Happiness’.

• Our Palanquin had a TV, DVD player and a rechargeable battery.• Two communicators carried this ‘Palanquin’ to the audiences’ doorstep and interacted with women; showcasing rural-specific films; carrying out demonstrations, sampling and incentivised selling.

• Brand visibility and product availability with village retailers, closed the loop.

• More than 3,000 communicators, with 684 Palanquins covered 28,316 villages.• We contacted more than 10 million women through India’s largest ever “direct-to-consumer” contact program.• Brand visibility and availability was created at close to 200,000 rural retail outlets.• Brand awareness as well as penetration for most of the participating brands increased significantly.*• Market shares for the ‘Home & Personal Care’ category of HUL increased by 700 basis points in one of the key states. **Detailed tables/graphs attached.