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Clorox® – India Launch

With limited budgets at our disposal and a conscious decision to enter the Indian market only via Modern Trade & ecommerce, our go to market strategy was bespoke and highly tuned to achieve performance across digital channels.

\ 5.9M+ Impressions

\ 100K+ Clicks in 60 Days

\ 1.7% Average CTR

\ 2x Cost Efficiency

About The Brand

Clorox®, founded in 1913 as The Electro-Alkaline Company in Oakland, California, has grown into a globally recognized Fortune 500 corporation with a diverse portfolio of trusted household and professional products. From disinfectants to personal care, the brand is synonymous with quality and innovation. For its India entry, Clorox focused exclusively on Modern Trade and E-commerce channels, adopting a lean and performance-first marketing model.

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Decoding The Brief

Entering India’s crowded and price-sensitive FMCG market posed a unique challenge. Clorox needed a digitally-native go-to-market strategy that would:

  • Build brand awareness and salience among digitally active Indian audiences.
  • Brand Invisibility: Clorox had virtually no prior consumer presence in India.
  • Do so within limited budgets, while adhering to a strict performance-first approach.

CHALLENGES

While Clorox is a leading multinational manufacturer and marketer of consumer and professional products with about 9000 employees worldwide, they are still testing waters in India and not too many people are aware of the brand, also as new entrants into the segment they are competing with giants in the space who have established themselves and have dominated the market for a whole century.

  • Brand Invisibility: Clorox had virtually no prior consumer presence in India.
  • Premium Pricing: Products were priced nearly 2x higher than legacy Indian competitors.
  • Selective Availability: With no general trade access, visibility relied entirely on digital touchpoints and Modern Trade retail.

Our Strategy

To maximize ROI, Blustream designed a bespoke, performance-driven digital strategy tuned to the brand’s India-entry goals:

  • Target Audience: Women aged 25+ in Metro and Tier 1 cities.
  • Interest Mapping: Focused on audiences engaged with Health, Food, Travel, Home & Family.
  • Channel Selection: Activated only those platforms that supported full-funnel journeys — from awareness to purchase and retargeting.

Campaign Execution

Our execution revolved around a tightly integrated performance media approach:

  • Social Media Content: Promoted product introduction videos and static creatives to build brand awareness and consideration.
  • Search & Display Ads: Launched Google search ads for high-intent discovery and Facebook carousel ads to showcase product variants.
  • E-commerce Performance Marketing: Ran targeted ads on Amazon and BigBasket, ensuring visibility at the point of sale and driving conversions.

\ 100K+ Clicks in 60 Days

  • Significant traffic was funneled to e-commerce storefronts, driving trial and purchases.

\ 1.7% Average CTR

  • Outperformed industry benchmarks through smart targeting and creative optimization.

\ 5.9M+ Impressions

  • Widespread reach achieved across high-impact platforms like Google and Meta.

\ 2x Cost Efficiency

  • Reduced cost-per-click by 53%, resulting in double the value per rupee spent.

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as an expert at seo, ppc, social media, content marketing and web design services we drive qualified traffic and convert visitors using state of the art marketing automation and technology which measures effectiveness, to deliver real results for you.

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