Top Story


Home >> Media – Print >> Article

HLL to reposition Close-up

Font Size   16
HLL to reposition Close-up

Hindustan Lever (HLL) is rebranding Close-up as a better alternative to white toothpaste in a bid to increase its market share in the oral care segment. The company is targeting a growth of 20 per cent in the next financial year as a result of this new initiative.

HLL also plans to launch variants of its existing brands and change its approach to the rural market this year. HLL had launched a new brand, Aim, in 2000 for the rural market but it was taken off the shelf in 2001.

As part of its rebranding initiative, Close-up would be launching two variants--Tingly Red and Eucalyptus Waves. The multi-media ad campaign, which is likely to break soon, would have a new punchline, 'Jee ke dekho yaar'.

According to company sources, the whole communication is focused around gel toothpaste being better choice than white toothpaste.

Close-up was the first gel toothpaste launched in India. The new products are priced at Rs 18 for 50g, Rs 35 for 100g and Rs 50 for 150g.

Source: Business Standard


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO

The campaign film features PV Sindhu, Saina Nehwal, Kidambi Srikanth and Indian badminton mavericks, HS Prannoy, Ashwini Ponappa, Sai Praneeth, and Ajay Jayaram

We list a few important stories that you may have missed in the week gone by