HUL runs a roadblock on Zee

All 25 channels of Zee Network will, for a day, only run advertising for Hindustan Unilever Ltd (HUL) brands

Hindustan Unilever (HUL) appears to have found a penchant for roadblocks. Last week, on September 17, it blocked 24 hours of airtime on STAR Network to run ads for four of its brands.

On September 24, the FMCG giant will hitch a ride on Zee Network, which will run ads for five HUL brands -- Lifebuoy, Dove, Ponds, Fair & Lovely and Pepsodent -- for 24 hours.

Innovative advertising opportunities for HUL brands will be created on Zee Network's 25 channels: Zee TV, Zee Cinema, Zee Marathi, Zee Bangla, Zee Kannada, Zee Telegu, Zee Studio, Zee Café, Zee Trendz, Zee Premiere, Zee Action, Zee Classic, Zee Smile, Zing, ETC Music, Zee Punjabi, ETC Punjabi, Jagran, Akaash Bangla, Ghantalu, 24 Taas, 24 Ghanta, Zee Talkies, Zee Sports and Zee Tamil.

Speaking to afaqs!, Joy Chakraborty, chief revenue officer, Zee Entertainment Enterprises (ZEEL), says, "Today, the FMCG space is cluttered and fragmented. The move of airing advertisements for HUL brands is thus going to be impactful, as the brands in question will get exposure on as many as 24 channels."

HUL stands to gain about 180 minutes of airtime on each of the Zee Network channels. Zee will put graphical elements into use to highlight HUL brands. Making the whole exercise unique and differentiated, Zee will also showcase the theme of care and entertainment through its programming, as well as other innovations throughout the day.

For instance, exposure for one of the brands, Lifebuoy, will come bundled with awareness about Swine Flu.

In an official communiqué, Srikanth Srinivasamadhavan, general manager, Media Services, HUL, says, "This initiative with Zee will help us out to exclusively reach out to more than 100 million viewers throughout the day. The idea will bring in stronger engagement with consumers for our brands."

Chakraborty shares that Zee has been upfront about the imminent HUL innovation with the rest of its advertisers. They were informed well in advance about the move, with suggestions of rescheduling their ads and were also assured of adequate compensation.

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