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HLL graduating from ads to serials

08-November-2000
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HLL graduating from ads to serials

In what could spark off a new trend, Hindustan Lever Limited is buying the re-telecast rights for the mythological serial Om Namah Shivay, through its mediabuying agency, HTA Fulcrum. This is the first time in India that an advertiser is buying the rights for the telecast of a serial rather than associating with serials in the capacity of a sponsor or an advertisers. HLL is spending around Rs 10 crore for the rights for a one-time telecast of the 208-episde serial. The rationale behind the move is that it gives the company access to content which is ideal since it cuts across urban and rural market and will be of perennial interest to target users. However HLL does not have the rights to telecast in international markets, or to the various language versions—Tamil, Malayalam, Telugu of the serial.

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