MAM

HUL marketing spends up in third quarter

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/01/31/hindustan.jpg?itok=WhZoMUfK

BENGALURU: Indian FMCG giant Hindustan Unilever Ltd (HUL) is one of the biggest advertisers in India. On Indian television, the company releases the highest number of advertisements by far according to Broadcast Audience Research Council of India (BARC) weekly data for top 10 advertisers across genre. According to BARC’s weekly data for calendar year 2017 (week 1 starting Saturday, 31 December 2016 to week 52 ending on Friday, 29 December 2017), the FMCG behemoth released a staggering 68,12,298 ad insertions. This number does not include the television insertions by Brooke Bond Lipton India Ltd (Lipton), Lakme Lever Ltd (Lakme) and Ponds India Ltd (Ponds).

Industry sources said that HUL had promoted its products quite aggressively in Q3 2018 by way of sops to the players across the sales and distribution chain as well as to consumers for some of its brands. In the current fiscal that started on 1 April 2017 (FY 2018) and will end on 31 March 2018, the company spent the highest amount as yet in the quarter ended 31 December 2017 (Q3 2018, quarter under review) towards advertisement and sales promotions at Rs 1,107 crore. In terms of percentage of total revenue also, HUL’s Q3 2018 ad and sales promotion spend works out to 12.66 percent, another peak for this year. HUL’s year-over-year (y-o-y) and quarter-on-quarter (q-o-q) spends towards advertisement and sales promotion in Q3 2018 increased 29.47 percent and 8.21 percent respectively.Please refer to the graph below for HUL’s ad and sales promotion spends during the last eight quarters.

public://g1.jpg

HUL was the top advertiser during all the 52 weeks of 2017 according to BARC data.Please refer to the graph below:

public://g2.jpg

It must be noted that BARC provides weekly data – BARC’s week commences on a Saturday and ends on the next Friday. Hence the quarterly TV insertions numbers mentioned above are approximate.

HUL’s Tea and beverages company Lipton was present among BARC’s top 10 advertisers across genre lists during 50 of the 52 weeks. In week 52 of 2017, Lipton had 32,049 ad insertions, the highest by it in the year, while in week 19 of 2017 it had 15,719 TV ad insertions, the lowest while it was present in BARC’s list of top 10 advertisers across genre. Lakme was present in BARC’s weekly lists for 3 weeks of 2017, while Ponds was present in the lists for 15 of the 52 weeks of 2017. Assuming that these three advertisers released 20 percent additional television advertisements during the year, the total number of TV insertions by HUL during the year works out to almost 82 lakhs.

HUL chairman Harish Manwani said: “We have delivered another strong performance in the quarter, with broad based growthacross categories and further improvement in margins. We remain positive about the mid-term outlook of the industry and willcontinue to invest strongly in our core brands and developing categories of the future. There are early signs of commodity costinflation and we will further sharpen our focus on cost effectiveness programs and manage our business dynamically forcompetitiveness and sustained profitability.”
 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/blue.jpg?itok=kDVP9vYQ
Bruce Clay India announces key appointments to drive growth in subcontinent

NEW DELHI: Bruce Clay India has appointed Ajay Chhabra as the new country head and Amitab Dev as business head for the region. Both Chhabra and Dev come with more than two decades of experience in the digital marketing space.  

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/shahi.jpg?itok=og9Tqwuh
Sashidhar Jagdishan appointed new CEO of HDFC Bank

NEW DELHI: The Reserve Bank of India (RBI) has approved Sashidhar Jagdishan as the next the chief executive officer of HDFC Bank. "The Reserve Bank of India (RBI) vide its communication dated 3 August 2020, has approved the appointment of Sashidhar  Jagdishan as managing director & CEO of the...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/upgrad.jpg?itok=Tticjda7
upGrad partners with The Womb to transform learning landscape in India

MUMBAI: upGrad, India’s largest online higher education company in a most recent development, ropes ‘The Womb’ - a leading brand & creative agency/consultancy to chart out an impactful communication drive for the brand. The agency will be responsible for driving the brand communication strategy...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/asci.jpg?itok=RKHm6dRg
ASCI awards PR and digital mandate to Pitchfork Partners

MUMBAI: The Advertising Standards Council of India (ASCI) has appointed Pitchfork Partners Strategic Consulting as its public relations and digital counsel following a multi-agency pitch. Pitchfork Partners will ensure effective communication navigation for ASCI’s stakeholders to strengthen its...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/Himanshu%20Raj.jpg?itok=7WrOmtGE
MPL appoints Himanshu Raj to head brand communications

NEW DELHI: Mobile Premier League (MPL), India's largest esports and mobile gaming platform today announced the appointment of Himanshu Raj as head brand communication. A seasoned MarCom professional, he brings to the table a vast repertoire of experience in driving strategic communications. In his...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/redbus.jpg?itok=M5NGp15w
redBus campaign encourages people to carry on with #journeyfordreams

NEW DELHI: redBus announces the launch of a digital-led campaign #journeyfordreams that inspires people to persevere in their endeavours by undertaking their journeys with fortitude while redBus ensures the safety of their travel. The campaign is aimed at restoring optimism for bus travel as the...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/campe.jpg?itok=kkODJ5vp
Nike's spectacular split-screen film captures imaginations

NEW DELHI: Over the last few years, Nike has been embracing the culture of diversity and vibrantly displaying it through its commercials. The latest is the third film in its ‘You can’t stop us’ series. The 90-second ad has already made waves celebrating sports as a source of inspiration during hard...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/03/saatchi.jpg?itok=VzDpNBTr
Scarecrow M&C Saatchi Appoints Vijay Assudani as creative director

NEW DELHI: In a move to strengthen its creative team, Scarecrow M&C Saatchi recently appointed Vijay Assudani as creative director.  Prior to this he worked with Lowe Lintas and before that, he was in Leo Burnett Orchard. Vijay has worked on brands like ICICI Prudential Life Insurance, Videocon...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/03/sriram.jpg?itok=kGVojePj
Moving Walls appoints D Sriram to board of advisory

NEW DELHI: Moving Walls has appointed D Sriram, current chairman of Ebiquity China, to its board of advisory to upscale its business transformation and expand its business in north Asia. Sriram said, "I've long been a fan of the power of data and programmatic buying and the promise it holds of...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required