HUL L.I.M.

E 13: Stage 1 Submission

HUL Brand that you have picked up: __________________
1. CONSUMER TREND/S YOU’VE CHOSEN AND WHY? (75 words)
S Mental awareness. Adoption of digital.

2. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)

L People suffering from stress, depression caused due to pandemic.

3. WHY IS IT IMPORTANT TO SOLVE THIS PROBLEM? (75 words)

L People often don’t find where to go, where to find the solution, to decrease that lack of awareness.
It will also help in decrease in suicide rates and depression rates, its very important.

4. PRODUCT DESCRIPTION (75 words)(Leave blank if your idea doesn’t have a product innovation)
L Kwality Walls; happiness pack. Built on the lines of Kwality Walls purpose, we aim to associate
marketing gimmicks build around fortune cookie, solving mental health cookie, with the NGO
redirect, we will provide with a code, that will be redirected through our site, thus increasing our
visibility too(of app and website, the goal of kwality walls recently we inferred)

5. COMMUNICATION CHALLENGE (100 words)

It wouldn’t be inaccurate to say that mental health in India has always been a contentious topic
largely because of the stigma associated with it that mentally challenged people are often quite
dangerous and there is something wrong with their character. Stigma like these push the patients
away from seeking help at the early stages of the mental illness thus delaying the treatment. Kwality
walls with their happiness bundle aims to bridge this gap by seeking the support from the NGOS and
various mental health organisations by offering free consultation to the people dealing with this
serious issue

6. CONSUMER INSIGHT (50 words)

According to our survey results, we found out that 7 out of 10 participants go to food is Ice-cream
whenever they are feeling dejected. The savory taste of ice cream gives the consumer a sense of
satisfaction, happiness and pleasure and increases the feeling of contentment and well-being
amongst them.
7. CAMPAIGN IDEA (50 words)
Lorem One person at a time.

8. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)

Lorem Partnerships with NGO and associations with Zomato, swiggy.

CAMPUS: TEAM NAME:

TEAM MEMBERS:
 Ice cream – Happiness pack

 A small pack,
 Pricing – Rs 20 ?
 Target customer – Sad, unmotivated, home stuck
mildly depressed people
 USP function– ice cream at home on just one click
 Challenge – supply chain, logistics and free home
delievery
 Solution – Getting the ice cream carts with you, like
ola drivers, giving ice cream cart restaurant status
and either do it through third party app like
Zomato, swiggy.
 Associations – Zomato swiggy.
 Campaign challenge – need high investment on it,
to launch this product.
 USP product – some fortune cookie card, or some
game, or some playful engaging thing that comes
with the product.
 Solution – giving it some social angle. Maybe code
aaye, that we can put