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HUL calls for pitch for its Rs 50-cr OOH business

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HUL calls for pitch for its Rs 50-cr OOH business

It is learnt from industry sources that Hindustan Unilever Ltd (HUL) is scouting for an agency to handle it OOH duties. The pitch is for the all the brands under the HUL portfolio. The size of the business is estimated to be in the region of Rs 50 crore.

Ogilvy’s OOH arm Landscape is currently handling the business. The agencies taking part in the pitch include Aaren Initiative, Mudra Max, GroupM’s Kinetic, and Navia Asia, the OOH specialist unit affiliated to the Publicis Group. However, a definitive list of participating agencies couldn’t be ascertained at the time of filing this report. A decision on the pitch is likely to be taken in two weeks’ time.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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