HUL ad spend on digital media triples to 40%

Hindustan Unilever Limited (HUL), the country’s largest FMCG player, is making significant strides in its advertising strategy, with digital media now commanding 40% of its total ad spends—triple the share it had just four years ago. This shift reflects HUL’s agile response to India’s growing digital consumption and its commitment to adopting a more tailored, data-driven advertising approach.

At its recent capital markets day presentation, HUL showcased its evolving media mix, designed to address changing consumer behaviours. For a premium brand, HUL has broken away from the traditional “one-size-fits-all” strategy. The bespoke plan includes 39% of ad spend on television, 29% on digital video, 15% on social media, and 17% on OTT platforms—a significant shift from the earlier allocation of 60% on TV and only 8% on OTT.

This granular approach is powered by proprietary tools that enable HUL to build effective reach, using category-specific data for targeted messaging. The company has also streamlined its digital content deployment cycle from five days to just five hours, highlighting its focus on speed and precision.

HUL recorded 19 brands crossing the Rs 1,000 crore revenue mark this year and leading the pack is Surf Excel, which has achieved unicorn status in 2022 with sales exceeding $1 billion. The detergent brand is expected to cross a turnover of Rs 10,000 crore by FY25, cementing its position as a market leader.

Surf Excel’s success lies in its innovative storytelling, shifting the detergent narrative from utility to purpose. With its iconic “Dirt is Good” campaign, the brand now inspires parents to view dirt as a positive force in raising resilient, independent children.

FMCG Growth 

HUL's future advertising strategies hinge on identifying emerging opportunities across six key categories: premium face care, hair care, body wash, homecare, condiments, and wellbeing. The company anticipates a 2x to 4x growth potential across these categories, driven by premiumisation in beauty, wellness, and food segments.

In its e-commerce strategy, HUL is employing a platform-centric approach, focusing on modern trade and quick commerce (Q-commerce) channels. These efforts are complemented by a strong emphasis on building brand presence in-store and leveraging data-driven insights for precision marketing.