The media buying objective
With a restricted lockdown and unlock phase, it was critical to infuse fresh thinking in an everchanging marketplace following the Covid guidelines.
Media consumption habits were under change with digital platforms growing dramatically. We had to re-define ways of working and punch above to leverage our partner relationships and deliver on HUL's business needs.
Cracking a "Deal"-ightful experience for brands and partners was the bedrock of our approach.
The situation analysis
- Blockbuster cinema releases during Pongal in South India were cancelled due to Covid 3rd wave in Dec 21-Feb 22 severely dampening the festive spirit.