According to an industry study done by the video intelligence company Vidooly, Hindustan Unilever (HUL) is India's most viewed Fast Moving Consumer Goods (FMCG) brand on YouTube.
HUL emerged as the leading FMCG brand with over 238 million views on video sharing platforms such as YouTube.
HUL (238.7 million views) is closely followed by P&G with 238.05 million views across YouTube. Nestle India comes third with an average of 74 million views across social media. ITC and the Godrej Group take the fourth and fifth spot with 23 million views and 18 million views online respectively.
Talking about the research, Nishant Radia, CMO and co-founder of Vidooly, says, "YouTube is the largest video platform in the world. Most FMCG brands not only host their ad campaigns on their YouTube channel, but also use YouTube as a strategic platform to engage with their consumer base. Younger audiences are increasingly consuming video content on YouTube, hence, FMCG brands are directing a major chunk of their digital ad spends to YouTube with engaging and original content."
Within HUL's portfolio, Lakme had the highest number of views, while Gillette has the highest number of views in P&G's portfolio. In terms of number of views, Nescafe, Yippee, and Godrej Cinthol followed in that order.
Indians spent over 4,00,000 hours watching YouTube ads this year according to a statement by Google. And, with cheaper data plans and wider availability of 4G ready smartphones, more people are consuming video content on their smartphones.