This was a pitch through HUL’s digital agency. Back in the day [sometime in 2008] we were still collaborating with other agencies to scale up our work. The agency contacted us for the website design as well as the content that would go up on the site and be updated from time to time. We suggested some cool community building features since it was the early days of brand communities and brand mgrs were beginning to discover the power of brand fans. The pitch was interesting because it taught us a lot about the FMCG habits of consumers in south India. We didn’t get this job ultimately and soon after we moved on to being a full service digital agency ourselves.