Wipro responded to the COVID-19 pandemic situation by introducing a new product – a surface sanitizer. As hygiene and cleanliness were of the highest priority, surfaces at home that came in regular contact also required maximum cleanliness.
Our approach
The Campaign: It’s not clean if it’s not Maxkleen
A series of simple animated videos introduced the product and its usage; further amplified with brand properties and influencer marketing.
Kleen-o-Meter – We created a brand property that represents the level of hygiene on a surface.
Chief Hygiene Officer (The CHO)
As mothers acted as the authority on hygiene at home, MaxKleen established through influencers that mothers are every family’s Chief Hygiene Officer.
The power of Influencer Marketing
Popular actresses and young mothers with 4 lakh+ followers were roped in to engage with the product. Sharp messaging woven into the influencer’s content reached a wide audience the campaign had intended for.
