World over, Home-to-home (H2H) marketing is an effective method to spread product awareness and correct usage. But this direct method faces some challenges in India:

• Lack of dedicated time from consumers

• Promoter seen as intrusion to their private space and security

• Only one product being promoted in one visit, leading to higher costs and limited reach

With our promoters unable to push our products, the communication challenges were:

• Devise an effective yet interesting method of interaction with potential consumers

• Engage consumers with Hindustan Unilever Limited offerings even after the promoter has left

3 brands and 4 timeless board games: Comfort, Domex and Surf Excel Matic were picked and right game fit was devised to convey brand messages effectively.

Delivering entertainment through preferred medium: Mobile phones being a huge source of entertainment - KTJ brought to them gaming through IVRS. As IVRS is not a visual medium, we built customized game-boards and the entire game play rested on the back-end.

Promoters promoted the games, not brands: Promoters handed the game booklet to consumers while explaining the rules and gratifications. To activate the games, consumers required to give a missed call on the toll-free number printed on the game board. This meant playing games without exhausting talk time.

Simple IVRS with complete guidance on gameplay and talk time redemption got participants Rs 50 talk time on completion of all games. Further, on purchase of any of the three products consumers got additional 60 Rupees talk-time.