Top Story


Home >> Digital >> Article

HLL to promote Lakme in cyber space

Font Size   16
HLL to promote Lakme in cyber space

Hindustan Lever Ltd is stepping up its online marketing initiatives to promote its flagship brand Lakme in cyber space. The company has relaunched its website—— in an effort to connect with consumers. HLL has also kicked off its community building exercises by launching an interactive section titled —My Lakme —at Lakme’s new Website—for the first time.

According to sources, in the Rs 275 crore Indian colour cosmetics markets, Lakme today enjoys a market share of 50 per cent. The other major players in this niche segment are Revlon and Maybelline.

HLL has been experimenting with a host of online marketing initiatives to promote its sunscreen brand—Lakme Sunscreen Lotion— since last year. At present, the new website offers various sections, which include, ‘Find Your Look’, ‘Style Secrets’, ‘Virtual Model’ amongst others

As for Lakme’s new community building exercises, the new website invites subscription for Lakme’s newsletter, which will give info the company’s new product launches, Lakme news and contests. In addition, the company has introduced a new section, which lists the location of various ''Lakme Beauty Salons'' across the nation. The objective of these new initiatives is to connect with customers.

As part of its offline advertising plans, HLL is now in the process of rolling out a high-voltage television commercial to promote its lipstick range. With the ad line ‘Who’s watching your lips today?’, the TVC is designed by leading ad agency Ambience D’Arcy.

Source: Financial Express


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business