Active Wheel campaign communication of progressive outlook towards woman through packaging
Active Wheel was launched in 1988 and became the market leader in the segment in 2000 and is currently used by close to 200 million households across South Asia.
Active Wheel has always valued the husband-wife relationship and has been acknowledging the evolution of this relationship towards a more progressive outlook, given that today’s woman performs multiple responsibilities and is the anchor of the family. The challenge was to communicate the same message through packaging which has limited canvas and time attention of the audience.
We started interactions with the actual audience of Active wheel to understand what consumers decode from the pack. Taking learnings from the interactions and observations from their ‘life in any day’, organic/candid approach was applied to deliver the message.
Since they have connect and involvement with their children and their academic lives, we introduced, handwritten notes to that appears familiar to some extent. The message is played like a personal note ‘chitthi’ from Wheel to them. A human face (reflecting their lifestyle as portrayed in TVC) that could draw their attention especially was introduced as protagonist appealing them to call on the the toll-free number for getting advice on ways of earning for women.