Top Story


Home >> Marketing >> Article

HLL ties up with CESC to promote new Pepsodent

Font Size   16
HLL ties up with CESC to promote new Pepsodent

Hindustan Lever Ltd tied up with the private sector power utility, CESC Ltd, for sampling of Pepsodent toothpaste.Mr Rishen Mukherjee, Head of CESC's `Touchbase with Kolkata' project said that with its April bills CESC would be sending out 14.1 lakh covers carrying the Pepsodent label and a small 15 gm tube of toothpaste with a new flavour.

"This is the largest-ever exercise of its kind in the country," Mr Mukherjee told .newspersons.

Touchbase is CESC's initiative to utilise its bill face to augment revenues (which Mr Mukherjee declined to divulge).

The project, which was launched about three years ago, during CESC's loss-making phase, is being continued even after the company returned to the black, "as it was proving to be very popular with the media buying agents of big companies", Mr Mukherjee said.

CESC has been used as a media for sampling purpose by companies such as Nestle and Godrej before.

HLL has, however, been the biggest user of the media offered by CESC, he said.

The campaign was being done through the Mumbai-based Mindshare Fulcrum among the biggest media buying agencies in India.

"CESC has handled the entire logistics," Mr Mukherjee said.

Mr Vikram Sakhuja, Managing Director of Mindshare Fulcrum, told Business Line from Mumbai, that the launch was part of the agency's plans to have a mix of conventional and unconventional modes of launching a product.


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

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.