HOW STORM HELPED HUL TRANSFORM SKINCARE AND HAIRCARE AWARENESS IN RURAL WEST BENGAL

• CLIENT : Hindustan Unilever Limited (HUL)
• CATEGORY : Personal Care
• BRAND : Fair & Lovely Face Wash, Dove Shampoo & Conditioner
• MEDIUM : On-ground Rural Activation Campaign

Problem:

In rural West Bengal, where 49% of the population are women, skincare and haircare practices faced significant challenges due to environmental factors such as heat, humidity, and pollution. Cultural habits, like using soap for facial cleansing and the lack of conditioner use for hair, further compounded these issues. HUL needed a way to educate rural women about effective skincare and haircare while demonstrating the benefits of its products.

Our Solution:

We launched the 'Fair-e-Wala' campaign—a unique on-ground activation concept designed to connect with rural women and educate them on using Fair & Lovely Face Wash, Dove Shampoo, and Dove Conditioner effectively. The campaign used a customised approach, making the experience both engaging and memorable for the target audience.

Execution :

The campaign featured 11 'Fair-e-Wala' branded mobile activation vans, equipped with televisions and interactive teams, traveling across 835 villages in West Bengal. Live demonstrations were a key highlight, with women experiencing Fair & Lovely Face Wash through a "wet sampling" session—many for the first time—allowing them to wash their faces and immediately express their appreciation. For Dove Shampoo and Conditioner, the team showcased the products using virgin hair strands that were pre-oiled and weathered, demonstrating the transformation after washing, conditioning, and blow-drying. Women were encouraged to touch and feel the difference, effectively highlighting the products’ unique selling points. The activations also incorporated cultural elements such as Baul singing, games with gratifications, and an engaging anchor, blending entertainment with education about the products. Over the 99-day activation, the campaign directly engaged 300,000 people, including 7,000 women who participated in live demonstrations.

Results:

300,000 direct engagements, 7,000 live wet samplings conducted, Strong customer satisfaction and confidence