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Mindshare teams trained to be media neutral: Vinod Thadani

Mindshare chief digital officer, South Asia speaks about HUL’s integrated mandate

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MUMBAI: Excited about handling the complete integrated media directive for Hindustan Unilever Ltd , after the big digital mandate win in August last year, Mindshare Fulcrum is all pumped up about serving the best possible media solutions to the brand.

Highlighting the key strategies behind handling HUL’s digital media presence, Mindshare chief digital officer, South Asia Vinod Thadani said, “The overall approach to digital investments for HUL shall entirely be based on the need of the brand. With the consumer and the brand ambitions at the centre, specific media neutral investment strategies will give shape to the overall digital presence for HUL.”

Mindshare Fulcrum hopes to do some pioneering work across platforms and lead the industry in the evolution of digital media.

Earlier, Mindshare India president, client leadership Amin Lakhani had revealed that the whole team at Mindshare Fulcrum underwent an extensive training program to run a successful integrated media campaign as per the unique requirements of HUL. Talking about the role of digital in the whole mix, Thadani noted, “The larger team at Mindshare managing the HUL media investments has already proved its capability in managing the broadcast media (TV, print, radio, etc); but, digital media due to its addressable nature has a different manner of planning, buying, and evaluation. Hence, it’s this addressable media skillset that has been the focus for the recent training. The teams at Mindshare now are media neutral and hence work across all forms of media. During the recent training, the focus on digital training has been primary.”

On another note, Thadani also shared his thoughts on the impact of new TRAI tariff order on TV viewership saying that reaching onto any conclusion regarding this will be too early. He added, “The various scenarios are yet to play out and once there is clarity on the impact on TV distribution and viewership will we be able to take any calls on its impact on digital.”

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