Around half of HUL’s media investments are now digital: Rohit Jawa

The jury meet for the 16th edition of the e4m Indian Digital Marketing Awards (IDMA), held today, was graced by the presence of Rohit Jawa, CEO & MD – HUL, President – Unilever South Asia, and Member – Unilever Leadership Executive. Jawa was the Jury Chair for IDMA 2025.

Rohit Jawa took the opportunity to emphasise the importance of giving back to the industry through platforms like exchange4media.

Sharing his personal lens on how marketing has transformed since his joining Hindustan Unilever in 1988, Jawa spoke of how HUL has always been “a school of brand leaders”. Recalling the early days of his career, Jawa noted that marketing then was relatively straightforward, a “one-to-many” approach that hinged on crafting a sharp brand proposition, developing compelling stories, and repeating them consistently. 

“If you just stuck to the book,” Jawa said, referring to the traditional principles of great advertising “success was almost assured”.

However, he observed, “those days are far gone.” In today’s world, marketing has shifted to a “many-to-many” paradigm, where consumers rely on peer recommendations far more than on brand communications. 

Highlighting this transformation, the HUL leader shared that around half of HUL’s media investments are now digital, a figure that continues to rise. “Finally, I think digital will be marketing and marketing is digital,” he stated, adding that even broadcast TV today is inherently digital with its ability to offer personalised feeds and experiences.

The Indian Digital Marketing Awards recognise and celebrate the exceptional work and achievements of brands and agencies across eight prime categories, which are further divided into several sub-categories. The major categories include Web, Mobile and Tablets, Social Media, Search and PPC campaigns, For Small Medium Business, For Start-Ups, Special Awards and Hall of Fame Awards.