Lots of changes! I am going to use that as my excuse for the gap between the two postings. About six weeks back, I moved brands, from Wisk to all Laundry detergent. You might have had heard about the brand. Its three times concentrated product, all Small & Mighty, is widely recognized as bringing about a paradigm shift in the detergent category. And really, how often do we hear the phrase “paradigm shift” associated with detergent? But seriously, back to all Small & Mighty.

all Small & Mighty pioneered the compaction revolution in laundry detergents manufactured by large CPG companies. The bottle, if you haven’t seen it, could fit on the palm of your hand. Compare that to the large containers we’ve traditionally had to haul around. That little bottle is a symbol of how big businesses can make an impact on socially relevant issues. The concentrated formula means less water is being used. The smaller bottle means less plastic in packaging. The smaller size means more loads on fewer trucks and therefore, less gas used in transportation. It feels amazing to work in an environment that spawns such revolutionary products! And Unilever’s been committed to consumers’ vitality and health for an incredibly long time now. Check out that case study on Annapurna and Hindustan Lever Limited (Unilever in India). Did I say how fulfilling it is to work at this company?

So what does the change mean for my day to day job? Well ... all is a larger brand than Wisk. Which means we have a larger marketing spend, which in turn means interesting marketing programs. Currently on my plate, I’m working on the launch of a new product — this involves engaging with a variety of agencies; creative, consumer promotions, PR to mention a few. Another project revolves around promoting a certain range of products. Yet another project is a special category wide project, involving more than one brand. Add to this, the usual rigmarole around managing creation of special packs, couponing activities and our budgets. Three projects doesn’t sound like a lot but believe me, it keeps me busy.

The fringe benefits are fun too! A few weeks ago, all Small & Mighty was featured on “The View”. My colleagues and I got to sit in the front row and watch Rosie O’Donnell and Elizabeth Hasselbeck duke it out over some political differences. It’s interesting to sit in a studio audience — it is much smaller than it seems on TV. And of course, it’s gratifying to hear the audience scream with joy when they realize they’re getting some free product to take home with them. I can’t wait for the day we do something at the Oscars or better still, at Cannes!

Alright, maybe next month I can write some more about the fun projects I have been working on as they become public knowledge. Till then, back to my desk ...