Many parts of India receive water that is contaminated with high TDS (impurities) levels. Over the past 3 years, growing awareness on this issue has resulted in increased penetration of water purifiers.

Owing to this growing demand, more players have entered the category with multiple product offerings, making it immensely competitive. Moreover, established legacy brands have huge advertising spends to reach and attract consumers.

In this scenario, gaining consumer mind space was very important for PUREIT, a relatively new entrant from the Unilever stable.

Our objective was to:

1. Create awareness and differentiation for PUREIT, as a brand with better technology and safety standards.

2. Generate leads (sign up for a home demonstration).

With very modest budgets, we had to reach 57mn consumers across India

Historically, the brand had used tradition platforms like television and print advertising to reach its consumers. However, owing to the rapid mobile penetration (growth of 45% in 2016 over 2015) and the smartphone user base being 190MN as compared to television households at 167 MN, we added mobile to the mix.

We tagged all ads of KENT across all channels that were airing the IPL matches live. The PUREIT mobile campaign was then launched through real time syncing with the TV campaign of KENT. A ‘call to action’ message requested consumers to ask for a HOME DEMO. All he has to do was call a toll free number.

Moreover, while serving ads on the mobile, additional targeting parameters were incorporated:

1) Demographics- 30+ yrs. All adults.

2) Genres/ Interests- like sports, cricket, IPL, social, health.

3) “Placements” like FB, Twitter, Instagram, YouTube, Cricbuzz, Cricinfo apps was selected to avoid wastage.