Hindustan Unilever Limited: Choreographing investments

Hindustan Unilever Limited, the consumer goods company, successfully collaborated with its media partners in India to reach customers with its brands across cricket, Bollywood and purpose.

The media buying objective

As part of the discipline for running the country's largest media investment, HUL has rigorous media evaluation and deployment process with strict CPRP/CPT/CPM line drawn from sampling outside the operating norms.

The objective of the media buying teams was to expand these strict operating norms and punch above leveraging the partner relationships on the back of HUL investments.

It was imperative to inculcate a habit of saving water and convince people that "It's the people who have the greatest power to solve the problem of water shortage ". Print with it's habit forming qualities and credibility was the apt platform to ignite the power of self belief in the minds of the consumers. With reducing investments on print, we had to showcase the strength of the medium and opportunities which could be explored for Rin's new formulation which reduced water usage by half . This helped open up dialogues with print owners to widen the investment canvas. Star Sports helped procure permissions from 3 cricket boards : BCCI , PCB and Emirates Cricket Board as the match was played at AbuDhabi . To drive home the brand proposition of Swad Apnepan Ka , we did a role reversal wherein Aamir Sohail bowled to Venkatesh Prasad wherein the latter hits him for a boundary and gestures to him to fetch the ball This was broadcasted as a 5 minute segment with Cricket Live on Star Sports prior to start of match.