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HLL loses faith in ad blitz

08-November-2000
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HLL loses faith in ad blitz

The biggest ad spender in the country HLL has decided to slash its adspend by almost 35 per cent in the fourth quarter ending December. The slash will amount to Rs 60 crore this quarter. Last year, the FMCG giant’s annual adspend across its product portfolio was in the region of Rs 700 crore. The company spent around Rs 175 crore each quarter on advertisement and other brand promotion activities. For the ad industry it’s sleepless nights. They will loose substantial billings due to the HLL decision. The company’s huge portfolio is divided among the big three ad players: O&M, HTA and Lowe Lintas & Partners.

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