Hindustan Lever Limited (HLL) plans to relaunched Lakme Sunscreen Lotion. It plans to roll out a multi-media campaign, which include print, television, outdoor, and online media. With the tagline — Lakme Sunscreen Lotion: Your umbrella for beautiful skin — the campaign highlights the value additions that protect the skin from the sun. HLL has kicked off an aggressive online initiative, which includes banner ads, contests and an educative microsite at the popular MTV.com site.
The online campaign was the result of teamwork with agency, Ambience D’Arcy team, MTV and Hungama.com. The objective was to make the brand come alive across all media that HLL’s consumers relate to. The first step was to sponsor a contest called Westlife Contest’ at MTV. It was followed up click-through banner led microsite.
In a bid to educate the Netizens on skin care regime, HLL has launched the microsite with a catch line — So let’s begin by dispelling a few myths about your skin. The click-through-banner-led microsite then lists eight myths that people have on skin care regime like — soap is bad for the skin and you can shrink a pore.
HLL is evaluating the initial response to its new initiative. Prior to this online advertising venture, HLL has launched a similar online campaign to promote the Pond’s brand last year.