HLL multiplies ad spend on internet
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Exchange4media: Internet ad spend from HLL is going to increase may be 3 0r 4 times according to Rahul Welde, GM Media Services HLL HLL has renewed its focus on the Internet for some of their key brands speaking further on HLL’s Internet strategy, Rahul Welde, said, “We are using the Internet aggressively for select brands simply because it is more relevant for some brands than it is for others. For instance, it is very relevant for Axe, Sunsilk, Lux, Clinic All Clear – the high-end kind of brands.”
Welde said, “It really is dependant on the TG( target Group) and where their engagement is going to come from. We would definitely not use the Internet for Wheel today".
UPDATED BY RAJIV: HLL has been a sort of a pioneer in coming up with innovative online campaigns for its brands. For example: Clinic All clear site makeyourmoves.com which was a fantastic consept involving the user to make his or her moves on the opposite sex and see whether they are cool or not. There is also their highly advertised online community for sunsilk i.e. sunsilkgangofgirls.com which was one of its kind and sort of started a trend. And there was also the AXE land campaign which was executed very well in the online world. So its no surprise that they are looking to increase their spend as i feel they are one company that has understood the online medium and exploited it well to promote their brands.
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