Unilever Ltd (HUL), India's largest FMCG company with a presence in more than 20 distinct categories ranging from home and personal care products to foods and beverages, is one of the biggest advertisers in the country. It has signed a three year advertising deal with 9X, the Hindi general entertainment channel (GEC) from INX Media.
The news comes in just days after INX announced its intention to jump into online airtime sales. It has introduced online airtime packages with transparent rates for all advertisers. The service is branded AdValue.
In November, the media company launched a special package for advertisers called the Club INX offering. Club INX members, or the clients, are segregated into three broad categories, Platinum, Gold and Silver. The objective is to provide crystal clear deals to clients and become the most preferred media network for advertisers.
Club INX provides tailormade solutions to each client by monitoring specific requirements to reach the desired target group. Apart from plainly selling airtime, Club INX looks into various branding benefits which generally do not form part of the core operations of a broadcasting house. The idea for Club INX emanated from the sales philosophy of the company, which includes building trust and long term relationships with clients and providing them better reach and effective brand solutions.
Says Probal Gaanguly, group director, revenue management (advertising sales and new media), INX Media, "HUL is the biggest and one of the most demanding clients in India, and this long term deal with it confirms that we are on the right track of understanding our partners and giving them the best innovative solutions, but it also gives us the confidence that we have the right approach for our sales mission."
Rahul Welde, general manager, media services, HUL, says, "INX presents an exciting opportunity in the Hindi general entertainment space. Their plan and the package looks impressive, and we look forward to a strong association with INX Network in the years to come."