With HUL Pureit our aim is to build a strong brand reputation, create differentiated positioning for the range of PureIT water purifiers as one of the top brands in the water purifier category. We started by capitalising on the association with well-known celebrity Mandira Bedi to receive more visibility and then reached out and collaborated with leading portals and YouTube channels for product reviews and rankings, showcasing customer testimonials, and engaged with influencers for positive word of mouth. In eight months of this exercise, Pureit now ranks in top five Google search results. It is being covered organically by various CAT A bloggers and influencers and even websites like NDTV Food and Digit. And recently, Pureit Copper+ RO was recognized as the ‘Best Water Purifier’ in India by the top reviewers and bloggers across the country.