700 to 8,000: HUL’s influencer roster is more than ten times a year, chasing young buyers
For India’s largest consumer goods manufacturer ₹With $63.88 billion in fiscal 2024 marketing campaigns, TV campaigns have historically been the main medium for potential customers, shifting most of their spending to most of their spending. Bollywood stars Shahrukh Khan, Juhi Chawla, Kareena Kapoor, Priyanka Chopra and Madhuri Dixit are brand ambassadors for Lux Soap. Ananya Pandey acknowledged Lakmé.
Now, the young social media first generation has made drafts of the company among creators to promote its Indulekha hair oil and Lakme lotion to surf Excel cleaner. The transition was very fierce. Last year, HUL worked with more than 200 influential people, with only one brand of VIM dishwasher.
“Our business groups all use creators in different ways,” a HUL spokesperson said in an emailed reply. Mintquery. “Each campaign requires unique opinions on how creators use channels to drive brand goals. Although scales may vary, impactful marketing is a “key component of our digital marketing portfolio.”
The outbreak of HUL’s online participation 25 reflects a surge in Indian creator marketing and is expected to grow to ₹33.75 billion in 2026 ₹According to EY data, it was 23.44 billion last year.
Lakshmi Balasubramanian, co-founder and CEO of Farmencer Marketing Agence Greenroom Network, said Gen Z is expected to drive half of Indian consumer spending by 2035, making it a key target for brands like Hul. “Recognizing this shift, HUL doubled in influencer marketing and saw directly the impact it had on driving brand engagement.”
It is necessary to pay attention to online marketing. According to Meta’s GWI Beauty Report, about 80% of shoppers discovered brands through social media in 2023, and two-thirds made purchases after checking Instagram reels. This trend is particularly important because of the company’s goals for young consumers in categories such as beauty, personal care and food.
Creators improve brand recognition
HUL produces ₹A spokesperson for the company said the effectiveness and efficiency of the platform, target audience and marketing goals determine the effectiveness and efficiency of its media investment.
HUL has a team to manage the partnerships of its creators and rely on the internal tool Sangam to build the right media plan based on geography, affluence and marketing goals.
A spokesperson for the company said: “The campaign goals determine the criteria for selecting creators. The quality of content also plays an important role, as well as creators’ performance metrics such as their participation rate, view rate, and the audience they meet.”
The FMCG giant owns brands across categories such as laundry, shampoo, facial cleanser, soap, toothpaste, tea, coffee, dishwasher, makeup and skin care.
Fashion and lifestyle influencer Anushka Hazra said: “The massive amount of work I did with the HUL brand has increased significantly compared to what I spent two years ago, which has also led to an increase in collaboration costs.”
In October, the company held the ‘Indulekha Remanders Cendave’ in Kerala, which included beauty influencers including Nancy Tyagi and Sakshi Sindwani to provide an immersive experience in the company’s manufacturing sector. Hul acquired Ayurvedic Haircare products manufacturer in 2015.
The ropes in the ropes of Lakmé and Pond are among influential people such as Sakshi Shivdasani and Aaliyah Kashyap. HUL recently launched Liquidiv’s electrolyte beverage in India, leveraging a partnership with model actor Nauheed Cyrusi, Creator Kareema Barry and others. It is not uncommon to see multiple brands recognized by the same influencer.
Not only does HUL run multiple influencer campaigns in “Month” and “Month”, but it is also actively involved in the production process, reviewing scripts with influencers and ensuring short scripts are encountered,” a beauty creator with over 127,000 Instagram followers on her handle @shivangi.msharma, with over 127,000 Instagram followers.
“Every activity is different, and the agenda may range from launching new products to promoting the sale of existing products. The creator’s relevant content also increases the recall value of the brand,” Sharma said.
Digital advertising lead
The rise of digitally-first consumer brands and online retailers like Nykaa, which have been greatly affected by the fact that they are also pushing traditional companies to increase their online spending. Hul incorporates influencers into its marketing approach to ensure its new and legacy brands are with Z Gen Centerty.
“Collaborating across digital platforms, collaboration with social media creators and storytelling campaigns led by influencers are now at the heart of its strategy,” said Balasubramanian of Green Room.
Sandeep Goyal, managing director of advertising agency Rediffusion, said HUL is very consumer-related and is where the company believes the company can best attract its buyers. “In India’s overall advertising kittens, anyway, the spending on the numbers outweighs the TV stamps,” he said. “Hul does the same.”
The GroupM report estimates that digital advertising, including digital expansions in traditional media, will account for 60% of India’s total advertising revenue this year.
A HUL spokesman said the creators had a pulse on culture and established a real connection with the audience. “The media landscape is evolving and we plan to follow the coverage and effectiveness of the media,” the company said.
“Over the past five years, traditional fast-moving consumer goods (fast-moving consumer goods) companies have indeed started listening to influencers,” said one influential. “While many large luxury brands have been responsive, more mass-market brands are now experimenting with influencers.” ”
However, according to Goyal, the general entertainment channel is HUL’s main media tool for selling laundry detergent, soap and tea, because their main audience is women. “People are wondering if the number range for women is really the same for HUL brands.”
