Television continues to be a key medium for Hindustan Unilever, and the FMCG (fast moving consumer goods) giant that is also the single largest advertiser in India, is fast closing deals with key broadcast networks reiterating its faith in the medium.
A landmark of sorts comes with HUL finding its way back on the STAR India network, marking the end of nearly a three-month period where the corporate major was not present on any of the STAR channels.
It may be recalled that last month HUL had closed a Rs 100 crore deal with Multi Screen Media and had also become the founder advertiser for Zee’s latest offering in Bengali entertainment.
Industry estimates indicate that HUL spends Rs 700 crore of its Rs 2000 crore advertising budget on television, largely on general entertainment channels. The tiff between STAR India and HUL was on advertising rates, and according to industry sources the negotiations were finally successful.
Our typical marketing budget is usually 10 per cent of the topline spend