Results:
And here’s how it played out:
| What Happened | Numbers We’re Proud Of |
|---|---|
| Total Views | 219 million+ |
| Total Likes | 2.6 million+ |
| Engagement | 35% (way above average) |
| Platform | YouTube (primary focus) |
We didn’t just hit screens we sparked conversations. People laughed, related, commented, and even recreated content. The buzz felt genuine. That’s the magic of creator-first storytelling.
About The Brand:
Wheel Detergent has been a household name in India for years. Known for its affordability and cleaning power, it’s trusted by families across the country. But even iconic brands need a fresh voice to stay connected especially with the new, digital-first generation. That’s where we came in.
Campaign Overview:
The mission? Help Wheel show up where today’s audiences are most active on YouTube.
We teamed up with a diverse set of creators to craft content that felt honest, entertaining, and rooted in everyday life. From funny family moments to clever cleaning hacks, each video put Wheel at the heart of the story without ever feeling like an ad.
Key Target:
Here’s what we set out to achieve:
- Remind loyal customers why they love Wheel
- Introduce the brand to a younger crowd who live online
- Drive real product interest naturally, not forcefully
- Make content that feels local, personal, and shareable
Content Theme:
We wanted each video to feel like something you’d share with a friend not skip.
Creators built scenes around:
- Real-life messes (the “uh-oh” moments we all know)
- Easy transformations using Wheel
-
Comedy, chaos, and charm from everyday households
All in local languages, all feeling real.
Challenges Faced:
Every campaign has its curveballs:
- One message, many regions: Keeping things consistent while still sounding local.
- So much noise online: Standing out in a category full of big-budget competitors.
- Not just views meaningful engagement: We wanted people to stay, react, and remember.
Key Insight:
This campaign reminded us of something simple: authenticity wins.
When you stop talking at your audience and start talking with them especially through creators they already trust you don’t just sell a product. You build a moment. A memory. A message that sticks.
And that’s exactly what we did with Wheel.
Campaign Showcase: