As part of Unilever’s integrated campaign to position Sunlight as a masterbrand, Unilever has enrolled GMR Transit Media (an Altmedia brand) to penetrate rural markets. GMR Transit Media’s extensive network and expertise in less accessible markets, secured them the job of handling the rural segment of the business. Consumers in the communities are being introduced to Sunlight Washing Powder and Sunlight Laundry Bar on 320 branded taxis.
According to GMR’s Marketing Director Maon Seidel, "Unilever have always had a strong understanding of how best to reach consumers in the rural market. We are thrilled they have included us in their marketing mix."
Unilever has recorded unprecedented demand for the products, crediting the media utilised in the campaign as highly effective at reaching their target market.
