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Sunlight
Sunlight Itna Ziada

RAN IN: Pakistan

CLIENT
Unilever Pakistan

AGENCY
MullenLowe Rauf *Lead Agency


Mindshare (Pakistan)


SUMMARY

Sunlight, a mass tier laundry powder had been witnessing a downturn in sales since May 2019. The Market share gap with its eye-ball competition, Bonus had increased by 180bps and the reduced TV presence further dented the already low spont score by 400bps. With the start of 2020 and the rise in inflation, Sunlight decided to turn the tide and made a colloquial TVC highlighting the inflationary times ‘Itna ziada’ offering 100g more powder in its Large Packs, resulting in an increase in Market share by 1.5X in 7 months.

CASE VIDEO


Hero Medium: TV

Audience: Women

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English