Purpose-driven Hind Unilever says 'daag achhe hain'

Fast moving consumer goods major Hindustan Unilever will increase focus on purpose-driven communications for its brands. This despite facing a backlash on social media for its two campaigns earlier this year. The two promotional initiatives -- the Kumba Mela advertisement for Brooke Bond Red Label and Surf Excel's Daag Acche Hain campaign during the festival of colours Holi -- drew major flack on social media, with some people even calling for a complete boycott of the two products as the communications were perceived to be hurting the sentiments.

Responding to a DNA Money query during the earnings meet last week, Sanjiv Mehta, chief executive officer and managing director, Hindustan Unilever Ltd (HUL), said there were two campaigns that were trolled. “We are very clear that we are a purpose-driven company and our brands have a point of view. While there were some people who were not happy and came out with their comments on Twitter, I can assure you that there were massive amount of people that came out in good support for the campaigns because they felt it is the right thing for the society,” said Mehta, adding that the company will not shy away from a purpose-driven communication and will, in fact, increase focus on such initiatives across its array of brands.

On the possible impact of this backlash on the sales/revenues from the two brands, HUL said there has been no impact at all. “You can see it from the way our home care and beverages businesses have grown. We have regained leadership in tea with our biggest brand Red Label. Not surprisingly, one of the fastest growing divisions is home care that's doing phenomenally well in the modern trade and Surf Excel is our largest brand that will soon touch Rs 5,000 crore (in revenues). It's a fabulous journey for both these brands and we are completely convinced that purpose-driven brands grow faster,” said Mehta.

On the way a section of social media users responded to the two campaigns, Mehta said it's a free society and there will always be some people who will not like it. “As far as we are concerned, it was very heart-warming to see the extent of support that came out not only from common people and the consumers but also by media. We believe that's right for the society,” he said, adding that the company did not take down the advertisements (despite the backlash).

The fast-moving consumer goods major said purpose-driven communication by the two brands is not a recent development for the company. “Daag achhe hain has been running for 10 years now with different manifestations. Similarly, swaad apne-pan ka or bonding together over a great cup of Brooke Bond has also been running with different manifestos,” said Mehta.