The Pivot to Proximity: How HUL’s “Essentials on Wheels” Redefined Direct-to-Consumer in a Crisis
In the marketing and logistics sectors, the global pandemic of 2020 posed significant challenges. For Hindustan Unilever Limited (HUL), the lockdown in India severed the connection between the brand and its consumers. In response, HUL launched the “Essentials on Wheels” (EOW) initiative, showcased in the MMA Global Case Study Hub. This initiative exemplifies agile marketing, … Read more