With Active Wheel consumers being couples who are living apart and are consumed by the daily grind of making ends meet, we saw the opportunity to go beyond just delivering clean, fragrant clothes to give them something much more valuable.

Active Wheel could kindle their long-distance romance by enabling easy communication and put a smile on their faces.

LO KAR LO BAAT had a free-to-dial phone number on the pack with the promise of a call back from the superstar actor, Salman Khan, who played cupid by acting as their personal telephone operator, connecting them to their loved one.

To ensure that LKLB was accessible to one and all, there weren’t even any terms and conditions that required the caller to have even bought the product. No registration or code redemption was required.

Once connected to a pre-recording of Khan, all the caller needed to do was read out the phone number they wanted to call and he would connect them to their loved one, with the help of a specially-created voice recognition software which was developed to recognise 19 different Indian dialects - making it user friendly for the semi urban population with limited literacy levels.

During the connection, an ad played on both ends.

With no purchase required, even in the least connected regions of India, news spread fast making it one of the most successful campaigns in the history of the brand, with consumers using the service even 6 months after the ‘packs with the campaign message’ were sold out.

Today, it continues to receive 200,000 calls PER DAY, despite the packs only appearing on shelves for three months till July 2015.

This has led to a 145% increase in Top of Mind Awareness, and 14.5% growth in sales volume.

Active Wheel had connected 8 m Indian couples and won a place in all of their hearts.