This exercise of brand reinvention was an exciting challenge of achieving brand love for a low-involvement category of household care. The new direction that I achieved with my super compact team in Singapore was very satisfying on a personal level. Alongside the TV campaigns, we initiated on-ground and social media programmes in developing parts of the world, empowering women through training, education and even microfinancing and networking, helping them achieve financial independence. This enduring brand initiative holds the promise of continued positive impact, on society and the business.