Hindustan Unilever: Bella Ciao – the reach heist

Hindustan Unilever (HUL), a consumer goods company, launched a campaign to influence mental awareness across core and emerging audience segments and drive improvement in relative penetration as a measure of brand growth.

The marketing objective

As the market leader in the FMCG space, HUL constantly looks to grow ahead of its competition both across its categories and across the different consumer segments who buy its wide array of offerings. However, as the consumer landscape becomes ever more fragmented, we found that there were specific segments where achieving competitive growth was becoming challenging.

Increase in mind measures leads to an improvement in brand penetration. We, therefore, needed to create a media model to influence mental awareness across core and emerging audience segments. We needed to be able to sharp target multiple segments at...

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