HUL latest to take poll position with TV campaign

Written by Lalitha Srinivasan | Mumbai | Updated: Apr 3 2014, 09:16am hrs
The first phase of polling for the 15th Lok Sabha begins on April 7, and process will conclude on May 12. As political parties and their candidates slug it out in the run-up to the polls with campaigns, slogans and jingles, what's conspicuous this time are the TV campaigns by big companies encouraging the electorate to exercise their right to vote.

The latest to join the bandwagon is FMCG major Hindustan Unilever (HUL), whose TV campaign was unveiled Wednesday evening.

Endorsed by the Election Commission, HUL's campaign will be beamed across leading Tv channels with the theme Voting as a coming-of-age moment, targeting urban first-time-voters.

The campaign has been created by leading advertising professionals, Piyush Pandey and R Balakrishnan (Balki) and top B-school students of the country.

HUL joins other corporates like Tata Global Beverages (TGBL), Google, Idea Cellular and Hero MotoCorp, all of whom have come out with TV campaigns urging people to vote.

On HUL's new initiative, Hemant Bakshi, executive director, home & personal care, HUL, said, ''We have always carried out our operations with a belief that what is good for India is good for HUL and see this campaign as an opportunity to engage young Indians for creating a better future.

Piyush Pandey, executive chairman and creative director, South Asia, O&M, explained: "On the basis of B-school students' strategy, Balki and I developed this television campaign which has two TVCs. In the first film, we talk about the power of first-time voters. There are around 10 crore first- time voters this year. The second ad highlights the fact that every vote really matters. The commercial addresses 18-year- olds in the country with the message: Realise the power of voting - go out and vote.

According to HUL, the initiative began taking shape during the fifth season of Lessons in Marketing Excellence, an inter B-School challenge conducted annually by HUL and CNBC TV18.

HUL's arch rival Tata Global Beverages recently extended its Jaago Re campaign with a woman-centric ad, the power of 49, to woo women voters across the country.

Vikram Grover, vice-president, marketing, India and South Asia, TGBL, said, The objective of the campaign was to create a large number of educated women voters with a view that an informed female electorate would propel the political leaders to include their issues in the agenda in the forthcoming elections.