Hindustan may stay part of HLL name; current logo to continue for six months

Mumbai, March 24 | Updated: Mar 25 2005, 05:30am hrs
Whats in a name A lot, it would appear. Hindustan Lever Ltd (HLL) is reportedly thinking twice before changing its 49-year-old name and logo, in line with Unilevers new brand identity which was unveiled last year. According to key industry sources, the FMCG major is currently weighing the pros and cons of its rebranding exercise in the highly competitive FMCG sector in India before changing its name to Unilever India.

In rural markets, a brand name with Hindustan plays a vital role in luring consumers. In all probability, the FMCG major will retain Hindustan in its brand name and settle for an adapted name Hindustan Unilever Ltd, added sources.

Meanwhile, HLL is continuing with its current name and logo in all its mass media advertisements, said industry sources. HLL is the largest advertising spender in the country. As the name change is a long-term process, the company will continue with the current name and logo for another six months, they confirmed. When contacted by FE, HLL was reluctant to divulge any details about its future plans.

At present, HLLs advertising is handled by Ogilvy & Mather India, Lowe India, JWT India, Publicis Ambience and McCann Erickson.

According to sources, the FMCG major is planning to appoint Lowe India to design its new name and logo with or without Hindustan. The company has earmarked a budget of Rs 100 crore for its rebranding exercise, added sources.

In 1933, HLL was called Lever Brothers. In 1956 the company got a new name: Hindustan Lever. Now the wait & watch game will continue for another six months. In fact, we have been hearing about this name change for over two years, said a leading advertising professional in Mumbai.

Meanwhile, Unilever subsidiaries are in the process of adapting their names and logos in accordance with Unilevers new brand name. Incidentally, Unilevers new logo U which was unveiled last year brings together 25 different icons representing Unilever and its brands.