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.

There were 3 key pillars that were identified; whereby we needed to push ourselves:

  1. Cricket: Nothing less than a religion in India.
  2. Bollywood: The Kingdom with demi god status which rules the heartsof Indians.
  3. Purpose:With...

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