Hamam – Tejaswi Roop

This brand was launched in India in 1934. Hamam is for the ‘Aspiring’ or mid-segment. This HUL soap is positioned as ‘caring, protection-for-the-family’ or ‘complete natural family’ soap. While Liril tends to be ‘trendy’ Hamam is ‘Traditional’. The ads of this soap used to show traditional family members – mostly mother and child in a natural setting and used the emotional appeal of ‘Trust’ as the mother explained to the child as Hamam to be synonymous with trust.

Of late though the characters and settings remain almost same but the appeal shifts to ‘Roop’ or ‘Beauty’ from… Continue reading

La lara la la…Liril

This soap is targeted at the women especially young women. The positioning of the brand is around the basic theme of ‘Freshness’. Liril was the courageous brand that first brought ‘sex appeal’ in the Indian advertisement arena. The vintage Liril ad shows semi-clad girls bathing in a water-fall and singing the famous jingle: ‘La lara la la…’. In early 2000s Liril launched different variants like Icy Cool and orange. Deepika Padukone was used in the ads of Liril orange. But consumers did not accept the change is the positioning of Liril. Very recently HUL is trying to position the brand… Continue reading

HUL Fact File and Brands

Featured

HUL Fact File

Founded
1933

Vision
“To earn the love and respect of India, by making real difference to every Indian.”

Mission
“Our mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.”

Gross Turnover (2007-08)
Rs. 14938 Crore

Profit After Tax (2007-08)
Rs. 1769 Crore

Number of Employees
15,000+

Logo

Chairman
Harish Manwani… Continue reading

Surf Excel – Dirt is Good

Surf Excel is the HUL laundry brand for the ‘Affluent’ or premium-class. Earlier the focus of the brand was on functional attribute of whiteness as shown in this 1970s ad featuring Lalitaji as shown below. But over the year the focus of this range of detergent powder has changed to broader emotional positioning and now it claims to cater to ‘constantly changing washing needs of the Indian homemaker’.

This range of detergent powder provides the benefits of ‘removing stains’ and ‘keeping the color as it is’. The taglines of the… Continue reading

HUL – Introduction

Hindustan Unilever Limited or HUL as it is popularly known as started its journey in the Indian soil long back in the year 1933. So, this year the company is celebrating its 75th year’s anniversary. In the beginning the name of the company was ‘Lever Brothers India Limited’. Then, in 1956 ‘Hindustan Lever Limited’ (or more popularly HLL) was formed with the merger of three companies namely ‘Lever Brothers’, ‘Hindustan Vanaspati Mfg. Co. Ltd.’ and ‘United Traders Ltd.’. In June 2007, the company was renamed to ‘Hindustan Unilever Limited’. Unilever, the anglo-dutch parent of HUL has 52% stake in it… Continue reading