"Turbo charging digital top priority at Unilever" Rahul Welde

As digital is increasingly becoming the centre of all businesses, ad:tech 2015 began with a keynote address by Rahul Welde, Vice President – Media for Asia, Africa, Middle East, Turkey and Russia, at Unilever on ‘Crafting brands for life in a connected world’

e4m by Ankur Singh
Updated: Mar 20, 2015 8:47 AM
"Turbo charging digital top priority at Unilever" Rahul Welde

As digital is increasingly becoming the centre of all businesses, ad:tech 2015 began with a keynote address by Rahul Welde, Vice President – Media for Asia, Africa, Middle East, Turkey and Russia, at Unilever on ‘Crafting brands for life in a connected world’

“The times that we live in are full of uncertainty and volatility. There is a lot of interesting stuff going on from the perspective of technology companies and startups which Unilever is interested in and equally there is a lot of stuff that Unilever is doing which should be of interest to technology and startup firms.

We want to invite that ecosystem to our universe for us to better understand what technology can do and to ensure we are leveraging all this technology in getting our brands to come to life,” said Rahul Welde, Vice President - media for Asia, Africa, Middle East, Turkey and Russia at Unilever.

According to him, ad spending on digital media will continue to rise for the company this year. “For us turbo charging digital remains an agenda simply because consumers are taking on the medium faster than ever before. In countries like India there is still a massive runway when you think of Internet penetration and how many people are using the Internet.”

Within this, partnerships and mobile communications will play an important role for the consumer goods maker, he pointed out.

Speaking of Hindustan Unilever’s successful Kan Khajura mobile radio station, Welde said, “In a year it has become the largest media channel in Bihar. We have expanded it to various other markets also.

Three years back we picked mobile as the biggest thrust within the overall digital drive. It’s accelerating 100 per cent growth year on year for 4-5 years and yet off a small base. That journey will continue.”

“Partnerships will play a big role for us and so does mobile. We want to work more and more towards how to bring in the startup mentality within our marketing system. We have to build capability (for that) which means all our marketers have to be trained and understand the digital world in a big way,” he said.

“When we think partnerships we have global partners like Google, Facebook, Twitter and Apple, all the top digital companies in the world but equally we are forging partnerships with companies that are not necessarily global, regional and local firms and some with only China presence.” 

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