Hindustan Unilever creates advertising

roadblock on Zee Network

Businessofcinema.com Team 24 September, 2009

MUMBAI: FMCG major Hindustan Unilever (HUL) will have an advertising roadblock across
25 Zee Network channels on 24 September.

The 25 Zee channels include Zee TV, Zee Cinema, Zee Marathi, Zee Bangla, Zee Kannada, Zee
Telegu, Zee Studio, Zee Café, Zee Trendz, Zee Premiere, Zee Action, Zee Classic, Zee Smile,
Zing, ETC Music, Zee Punjabi, ETC Punjabi, Jagran, Akaash Bangla, Ghantalu, 24 Taas, 24
Ghanta, Zee Talkies, Zee Sports and Zee Tamil.

These channels will carry only HUL brands' advertising for the entire day and will also create
special opportunities for HUL and showcase its various brands innovatively like using Zee's
graphical packaging elements to highlight the brands of HUL. It will also highlight the healthy
lifestyle through its programming.

Hindustan Unilever general manager - media services Srikanth Srinivasamadhavan said, "We are
pleased to be a part of an idea that will exclusively reach us to more than 100 million viewers in
India at the same time throughout the day. It is innovative and is expected to bring stronger
engagement with consumers."

Zee Entertainment Enterprises chief revenue officer Joy Chakraborty added, "It's great to have
co-created an innovative value proposition with a high net worth client like Hindustan Unilever
Limited, which is not only well conceived and knitted together on a common theme but it also
exploits the full potential of all our channels through seamless execution. So, innovation in
leveraging the scale and width of our reach plus a well thought out communication is sure to
result in a holistic & engaging communication solution."

HUL had also created a similar roadblock on the Star Network on 17 September.

Ref: http://www.businessofcinema.com/news.php?newsid=14546
HUL-

Hindustan Unilever has blocked a whole day on Star India’s entire network of channels. Brands
of Unilever alone will be advertised on Thursday across Star Plus, Star One, Star Gold, Star
Utsav, Star Movies, Star World, Channel V, Star Jalsha, Star Pravah and Star Vijay. Lifebuoy will
lead the pack. Though roadblocks cost between 100% and 200% over regular advertising rates,
the popularity of the concept has been on the rise among large advertisers.

Unilever embarked on traffic plans of its own, blocking the Star roads on the 17th, the Zee
roads on the 24th and the ETV ones on the 29th. Every roadblock so far has been for a brand,
these were the first ever for an advertiser, across several brands

Lintas Media Group met 240 housewives and working women across four cities, all in the age
group of 15 to 44 years, the day after the Star and Zee network roadblocks. We primarily
checked out whether recall levels of advertised brands were higher than normal, and whether
viewers noticed anything different about their viewing experience that day. Were any extra
special brand benefits understood beyond achieving higher recall?

HUL's two-day roadblock cost the company a fourth of Godrej's overall advertising expense.
On an average day, the Star Network enjoys a 24% share of total Unilever GRP’s, while the Zee
Network garners another 19%. On the roadblock days, this shot up to 55% for the Star Network
(ensuring, we hope, an excellent bonus for Uday Shankar and his team), and 47% for the Zee
Network (joy for Joy!) . Overall average daily GRP’s for the company doubled from 860 to 1650.
79% of the women we met did not notice anything different about the day’s viewing. The
‘shock and awe’ factor was therefore limited to the media planning community, and rightly so,
since that did not appear to be the objective of the exercise. Recall levels for Unilever brands
were however an outstanding 40 to 50% of all brands recalled. (In a day after recall exercise,
not-advertised brands will also inevitably enjoy a baseline recall level). Average recall levels per
HUL brand ranged from 7 to 16% of the women we met. Perhaps there were specific brand
objectives that were met as well.

Ref: http://neoverve.blogspot.com/