Unilever was formed in 1930 through the merger of Lever Brothers, a British soapmaker, and Margarine Unie, a Dutch margarine producer. The primary objective of the company was to improve the importation of palm oil, an essential component for soaps and margarines. In the 1930s, Unilever expanded its activities and entered markets in Latin America. In 1972, it purchased the Canadian branch of A&W Restaurants but subsequently divested it to former CEO Jeffrey Mooney in July 1996 via a management buyout.
By 1980, Unilever’s profits from soap and edible fats had decreased from 90% to 40%. In 1984, the company acquired Brooke Bond, the brand known for making PG Tips tea. Then, in 1987, Unilever further expanded its presence in the global skincare market by acquiring Chesebrough-Ponds, the maker of prominent brands like Ragu, Pond’s, Aqua-Net, Cutex Nail Polish, and Vaseline. In 1989, Unilever purchased Calvin Klein Cosmetics, Faberge, and Elizabeth Arden. However, Elizabeth Arden was later sold to FFI Fragrances in 2000. Additionally, in 1996, Unilever bought Helene Curtis Industries, which allowed them to establish a strong foothold in the shampoo and deodorant market in the United States.
Unilever purchased the Suave and Finesse hair-care product brands and Degree deodorant brand. Employment data for Unilever from 2000 to 2008 is displayed using different colors: black represents Europe, light grey represents the Americas, and dark grey represents Asia, Africa, and the Middle East. During this period, Unilever decreased its global workforce by 41%, going from 295,000 to 174,000 employees. It should be noted that figures for Europe from 2000-2003 include all of Europe but starting from 2004 onwards, black figures only pertain to Western Europe. The numbers for Asia, Africa, and the Middle East from 2004-2008 also include Eastern and Central Europe.
Source: Unilever Annual Reports 2004, 2008
Unilever acquired Best Foods, an American business, in 2000 to expand its presence in North America and increase its food brand portfolio. The same year saw the acquisitions of Ben & Jerry’s and Slim Fast. With operations on all continents except Antarctica, Unilever is a global company with subsidiaries and factories worldwide. Research laboratories are located in Colworth and Port Sunlight (England), Vlaardingen (Netherlands), Trumbull and Englewood Cliffs (United States), Bangalore (India including Hindustan Unilever Limited), Pakistan, and Shanghai (China).
Formerly known as Lever Brothers until the adoption of the parent company’s name in the 1990s, Unilever’s American division is now headquartered in New Jersey. However, it no longer occupies Lever House, the iconic Park Avenue skyscraper in New York City. In line with its commitment to sustainability, Unilever launched a sustainable agriculture program back in 1998.
Unilever joined forces with the Rainforest Alliance in May 2007 to certify its tea estates in East Africa and third-party suppliers across Africa and other regions worldwide for sustainable sourcing. The objective was to obtain certification for all Lipton Yellow Label and PG Tips tea bags sold in Western Europe by 2010, followed by global certification for all Lipton tea bags by 2015. Furthermore, Unilever’s ethical reputation was acknowledged in 2007 when Covalence ranked it as the highest based on the equilibrium between positive and negative news coverage.
In 2008, Unilever was honored at the 59th Annual Technology & Engineering Emmy Awards for its outstanding contributions in advanced media technology. Their remarkable achievement involved the creation and distribution of interactive commercial advertising through digital set-top boxes. The specific program that merited this recognition was Axe: Boost Your ESP. [11]
Unilever possesses a portfolio of over 400 brands, which it has obtained through various acquisitions. Its main focus lies on what they refer to as “billion-dollar brands”. These encompass 13 brands that generate annual sales exceeding €1 billion. Interestingly, their top 25 brands contribute to more than 70% of their total sales.
The two main groups of brands are Food and Beverages, and Home and Personal Care. Unilever is the world’s largest ice cream maker, generating €5 billion in yearly revenue. The ice cream business falls under the “Heartbrand” brand umbrella, which includes several brands of Unilever ice creams. However, Popsicle, Klondike, Ocean Spray ice cream, Slim Fast ice cream, Breyers, Starbucks, and Ben & Jerry’s are not included in this umbrella. The name “Heartbrand” originates from its heart-shaped logo.
Unilever operates eleven ice cream factories in Europe, including major facilities in Heppenheim, Germany; Caivano, Italy; St. Dizier, France; and Gloucester, United Kingdom. In 1999, Unilever introduced the Heartbrand with minor adjustments made in 2002. The objective behind this brand was to enhance worldwide visibility and foster cooperation in manufacturing and marketing endeavors. Presently, the Heartbrand is accessible in more than 40 countries.
Although the logo is universally recognized, each country decided to maintain their own local brand in order to preserve the familiarity that had been established over the years. An interesting exception to this is Hungary, where the previous Eskimo brand was replaced with Algida in 2003. Additionally, in 2005, Glidat Strauss was granted special permission by Unilever to export their Israeli ice cream brand to the United States due to its strict kosher certification. According to the agreement, Strauss ice cream and krembo are only permitted to be sold in kosher supermarkets and import shops.
The Heartbrand ice cream, originally from Israel and distributed in North America by Dairy Delight, a subsidiary of Norman’s Dairy, can be found in a freezer in Queens, NY. Prior to the heart logo, each country had the option to use its own logo. The most common logo featured a blue circle with the local brand’s name on a red and white striped background. The second most common old logo was a yellow logo with Wall’s written in blue text, which was used by Wall’s in the UK and other countries.
Unilever, a multinational company, manufactures ice-cream brands like Carte D’Or, Cornetto, Magnum, Solero, and Viennetta. They have also launched advertising campaigns for products such as Lynx/Axe, PG Tips Monkey, Knorr Chicken Tonight, Flora London Marathon, Dove Campaign for Real Beauty, Calve Pindakaas,
Comfort Pure, Clear Anti-Dandruff shampoo and conditioner with Rain and Nicole Scherzinger. In India,
Unilever operates as Hindustan Unilever Limited (HUL), the country’s largest consumer products company with an annual turnover of over Rs 13,000 crores. This entity was originally established in 1933 as Lever Brothers India Limited and later merged with Hindustan Vanaspati Mfg in 1956 to form Hindustan Lever Limited.
Headquartered in Mumbai, India, Co. Ltd. and United Traders Ltd. have a combined workforce of over 15,000 employees and indirectly employ more than 52,000 people. In late June 2007, the company’s name was changed to “Hindustan Unilever Limited”. During that year, Hindustan Unilever received recognition as the most respected company in India for the past 25 years by Business World, a prestigious Indian business magazine. This honor was based on the magazine’s annual survey of India’s Most Reputed Companies spanning a period of 25 years.
HUL, the top company in the Indian consumer products market, dominates across more than 20 consumer categories like Soaps, Tea, Detergents, and Shampoos. HUL’s products are used by over 700 million Indian consumers and encompass a wide range of over 35 brands. In 2008, sixteen of HUL’s brands made it to the AC Nielsen-Brand Equity list of 100 Most Trusted Brands Annual Survey. With the highest number of brands featured on this trusted list, HUL consistently holds a strong presence in both the Top 50 and Top 10 rankings (with four brands).
Hindustan Unilever, owned primarily by the Anglo-Dutch company Unilever, has a dominant presence in India. It is highly influential and visible with coverage of over 1 million retail outlets and availability in more than 6.3 million outlets, accounting for approximately 80% of all retail outlets in the country. HUL products are widely used by two-thirds of the Indian population and can be found in over 80% of households nationwide. The company operates 39 factories in India. In 2007, Forbes recognized HUL as one of the world’s most reputable companies, alongside seven other Indian firms.
In the summer of 1888, crates filled with Sunlight soap bars marked “Made in England by Lever Brothers” were discovered at the Kolkata harbour, marking the beginning of the marketing era for branded Fast Moving Consumer Goods (FMCG). Shortly after, Lifebuoy was introduced in 1895, and other renowned brands such as Pears, Lux, and Vim followed suit. Vanaspati was launched in 1918, and in 1937, the well-known Dalda brand entered the market. Unilever established its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, in 1931, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
These three companies merged in November 1956 to form HUL. In a first for foreign subsidiaries, HUL offered 10% of its equity to the Indian public. Currently, Unilever holds 52.10% equity in the company, while the remaining shares are held by about 360,675 individual shareholders and financial institutions. The presence of erstwhile Brooke Bond in India dates back to 1900, and in 1903, they introduced Red Label tea in the country. In 1912, Brooke Bond & Co. India Limited was established. Finally, Brooke Bond became a part of the Unilever family in 1984 through an international acquisition.
The historical connection between Lipton and India dates back to 1898. In 1972, Unilever acquired Lipton and subsequently incorporated Lipton Tea (India) Limited in 1977. Pond’s (India) Limited, on the other hand, had been operating in India since 1947 and became part of Unilever through the acquisition of Chesebrough Pond’s USA in 1986. Throughout its existence, HUL has actively responded to the impact of economic growth, while maintaining alignment with Indian perspectives and aspirations through prudent diversification.
The liberalisation of the Indian economy, which began in 1991, was a significant turning point for HUL and the Group’s growth. The removal of regulations enabled the company to explore all product and opportunity segments without any limitations on production capacity. At the same time, deregulation allowed for alliances, acquisitions, and mergers. One notable event in India’s corporate history was the merger of the former Tata Oil Mills Company (TOMCO) with HUL, which took effect on April 1, 1993.
In 1995, HUL entered into an equal partnership with Lakme Limited, another Tata company. This joint venture, called Lakme Unilever Limited, aimed to promote Lakme’s successful cosmetics and other suitable products from both companies. However, in 1998, Lakme Limited sold its brands to HUL and gave up its 50% ownership in the joint venture.
Alongside this, HUL established another 50:50 joint venture in 1994 with Kimberly Clark Corporation from the United States. Known as Kimberly-Clark Lever Ltd, this collaboration is responsible for marketing Huggies Diapers and Kotex Sanitary Pads.
HUL has established a subsidiary in Nepal called Unilever Nepal Limited (UNL). The UNL factory is the largest manufacturing investment in Nepal and produces HUL’s products such as Soaps, Detergents, and Personal Products for both the domestic market and exports to India. In the 1990s, there were important mergers, acquisitions, and alliances in the Foods and Beverages sector. In 1992, Brooke Bond, which was previously separate, bought Kothari General Foods which had a strong presence in Instant Coffee. In 1993, Brooke Bond acquired the Kissan business from the UB Group and the Dollops Icecream business from Cadbury India.
In order to achieve backward integration, Unilever merged Tea Estates and Doom Dooma, two of its plantation companies, with Brooke Bond. This merger took place in July 1993 and resulted in the formation of Brooke Bond Lipton India Limited (BBLIL), which allowed for a stronger focus on the traditional Beverages business. BBLIL then expanded its product offering in 1994 by launching the Wall’s range of Frozen Desserts. Additionally, in the same year, the company formed a strategic alliance with the Kwality Icecream Group families. In 1995, BBLIL further expanded its business by acquiring the marketing and distribution rights for Milkfood 100% Icecream.
In the end, BBLIL and HUL merged on January 1, 1996. The internal restructuring was completed when Pond’s (India) Limited (PIL) merged with HUL in 1998. These two companies had similar operations in Personal Products, Speciality Chemicals, and Exports, and had been sharing a distribution system for Personal Products since 1993. They also had a shared management pool and technology base. The merger was done to take advantage of the group’s larger size in both domestic and export markets and to provide funding for expanding into new categories.
In January 2000, the government took a historic step by awarding 74% equity in Modern Foods to HUL, which marked the beginning of divesting government equity in PSUs to private sector partners. This move allowed HUL to venture into the bread market and expand its wheat business. Furthermore, HUL acquired the remaining stake in Modern Foods in 2002 and also acquired the Cooked Shrimp and Pasteurised Crabmeat business of the Amalgam Group of Companies in 2003, which specialized in value-added marine product exports.
HUL owns 35 major Indian brands and has a wide distribution channel of 6. million outlets. Some notable brands include Kwality Wall’s ice cream, Knorr (brand) [Soups & Meal Makers], Lifebuoy, Lux, Breeze, Liril, Rexona, Hamam, Moti soaps, Pureit Water Purifier, Lipton tea, Brooke Bond tea, Bru Coffee, Pepsodent and Close Up toothpaste and brushes, Surf, Rin and Wheel laundry detergents, Kissan squashes and jams, Annapurna salt and atta, Pond’s talcs and creams, Vaseline lotions, Fair and Lovely creams, Lakme beauty products, Clinic Plus, Clinic All Clear, Sunsilk and Dove shampoos, Vim dishwash, Ala bleach, Domex disinfectant, Rexona deosprays Modern Bread and Axe deosprays.
Overall, HUL has established a strong presence in various sectors through its diverse portfolio of brands.
HUL, also known as a ‘CEO Factory’ in the Indian press, has produced many business leaders for corporate India. One of them, Manvinder Singh Banga, has become a member of Unilever’s Executive (UEx). HUL’s ability to consistently produce leaders was recognized when it ranked 4th in the Hewitt Global Leadership Survey 2007, with only GE, P, and Nokia ranking ahead of HUL. Unilever’s mission is to add Vitality to life by meeting everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good, and get more out of life.
The history of Dove begins with the launch of Dove soap in the United States in 1957. This came after Unilever acquired the soap factory De Duif in The Netherlands, from which the English brand name Dove is derived. Throughout its history, Dove has been positioned as a “beauty bar” rather than a traditional soap. It contains one-fourth cleansing cream and emphasizes its moisturizing properties for the skin, contrasting it with the drying effects of regular soaps. Advertisements depicted the cream being poured into the beauty bar to reinforce this message. In 1979, the term “cleansing cream” was changed to “moisturizer cream”. That same year, a dermatologist in Pennsylvania conducted a study that demonstrated Dove’s ability to dry and irritate skin less than ordinary soaps. Consequently, Unilever began aggressive marketing efforts, leading to more than 24% market share by 2003.
Dove’s primary target audience in India is women who prioritize their appearances and seek a product that is gentle on their skin and hair while seamlessly fitting into their daily routine.
Initially, Dove targeted affluent women and positioned their brand to appeal to everyday women. In India, where people have become more affluent, Dove’s consistent advertising has been effective. The soap’s sales have been steadily increasing by over 40% each year, and the introduction of their shampoo variant has experienced 100% growth. Dove has become a nearly Rs 500 crore brand, with soaps accounting for approximately half of that revenue. The remaining revenue comes from their hair care line, which was launched two years ago.
On the market share front, Dove holds a 3.5% share in metros. In modern-format stores, it is the leader with an 11.54% share. This performance is commendable considering that when Dove was launched in India almost 15 years ago, everything was priced low. Despite being double the price of other premium brands at that time, Dove successfully entered the market. The initial high pricing did deter some customers and raised doubts about the soap’s longevity. Vittal stated, “When we introduced this product to the market, the price difference was significant; if a regular soap cost Rs 100, we were priced at Rs 700.”
Dove has managed to recover from the initial scare with impressive style. The brand’s success lies in its ability to meet high standards. The performance of a product is typically measured by HUL using an internal tracker called Living Standards Measure (LSM), which rates on a scale of one to 18. A higher score indicates a higher living standard. In India, the majority of the population falls within the LSM 3 range, with a score of 70 percent. However, in order for a product like Dove to thrive in the market, it needs a score of six or above. This is why HUL has placed significant investment in the success of Dove. Vittal explained that the brand’s main target audience resides in the metros and the top 30 cities, making them the most important areas for Dove’s consumer base.
Despite focusing on urban markets, HUL is also considering the importance of rural markets. It aims to sell its Rs 3 sachet in these areas. HUL believes that Dove has a promising future for multiple reasons. The Indian market, which falls within the LSM scale of six and above, has a population of more than 100 million people. This number surpasses the population of several European countries. In 2008, the skin cleansing category had a market value of over Rs 7,700 crore, experiencing a growth rate of 11.8 percent. The premium price segment within this category is leading with a growth rate of 15.3 percent.
Unlike HUL’s other soap brands like Liril, Lux, and Lifebuoy, Dove has remained consistent in its branding and positioning. While HUL has relaunched its other soap brands multiple times, Dove has stayed true to its core advertising proposition and premium positioning. Despite introducing brand extensions like shampoos and deodorants, Dove remains devoted to its original identity. Currently, Hindustan Unilever Limited (HUL) is the largest fast-moving consumer goods company in India, with an estimated two out of three Indians using their products. HUL operates over 35 factories across the country and is also recognized as a Golden Super Star Trading House by the Government of India.
The Hindustan Unilever Research Centre (HURC) established in 1958, now has locations in Mumbai and Bangalore. HURC, along with the Global Technology Centres in India, employs over 200 skilled scientists and technologists, with many having post-doctoral experience gained in the US and Europe. In addition to its scientific work, HUL provides community services such as health and hygiene education, empowerment of women, and water management. The company is also active in education and rehabilitation for disadvantaged children, care for the destitute and HIV-positive individuals, as well as rural development.
HUL has responded to national calamities such as the 2004 tsunami in South India, providing relief and rehabilitation efforts. In 2001, the company initiated the Shakti program, aiming to establish micro-enterprises for rural women. This program also includes the Shakti Vani Program, which educates about health and hygiene. Currently, it operates in 15 states in India, involving over 45,000 women entrepreneurs across 135,000 villages. By the end of 2010, Shakti aims to expand to 100,000 entrepreneurs covering 500,000 villages and impacting over 600 million individuals.
HUL is currently running the rural health programme, Lifebuoy Swasthya Chetana, which aims to promote hygienic practices among rural Indians and reduce the prevalence of diarrhea. This initiative has already reached over 50,000 villages and impacted 120 million individuals. [9] Unilever owns the personal care brand Dove, which is composed primarily of synthetic surfactants and some soap ingredients derived from vegetable oil, like sodium palm kernelate. Dove is designed to have a pH level that is typically between 6.5 and 7.5, making it pH neutral.
Dove products are made in several countries including the Netherlands, United States, Germany, Ireland, and Brazil. Unilever currently owns the Dove trademark and brand name. The Dove logo is a silhouette profile of a dove, with the color often changing. Dove offers various products such as antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care items. In the US, Dove bar soap is available in different versions including cool moisture, exfoliating, sensitive skin unscented, nutrium nourishing, white, pink, calming night, pro-age, and energy glow.
Marketing campaigns In 2006, Dove launched the Dove Self-Esteem Fund with the aim of encouraging girls to embrace a broader concept of beauty and enhance their confidence. As part of this initiative, Dove has produced numerous short films primarily for online distribution. These include Daughters, which was also broadcast during Super Bowl XL, Evolution, which received two awards at the Cannes Lions International Advertising Festival, Onslaught, and Amy. Additionally, Dove has tailored the US campaign ‘Feel the difference of Dove’ to suit the Indian market.
The ‘Face Test’ campaign was originally created by Ogilvy and has now been adapted by O&M in India. In the Indian TVC, the campaign focuses on the two sides of the face, one of which is cleansed using soap and the other using Dove. The model in the ad can feel the difference between the two sides, with the soap side feeling rough and the Dove side feeling smoother. According to Unilever’s spokesperson, the Dove half face campaign aims to encourage consumer participation and invites them to take the Dove test. The use of half face in the campaign serves as a dramatic proof of the effectiveness of Dove products.
The Indian campaign has been adapted from the US 1950s campaign because it is relevant in the Indian market today. In India, we have added an additional element of intrigue with the statement – “All we are asking for is half your face” in the first leg of the campaign, making it more engaging. Zenobia Pithawalla, group creative director at O&M, explains that the Face Test communication was developed by Ogilvy’s global team on Dove, and the client in India wanted to create a sense of intrigue and excitement around it.
We developed an advertising campaign for India that featured billboards and bus shelters with half faces smiling at you. The tagline “All we ask for is half your face” was displayed. We also created a teaser TV commercial. After building intrigue in phase one, we revealed the Face Test communication. The agency also created a teaser saying “All we are asking for is half your face”.
Dove is the world’s top cleansing brand with sales of over €2.5 billion yearly in more than 80 countries. It outsells all other skin care bars combined in the US and has over 1 billion showers taken with Dove products each year. These campaigns are part of the “Campaign for Real Beauty” which has its own website with various brand-related activities.
Dove has successfully generated significant buzz in the market with its unique campaigns, gaining recognition from both the industry and consumers. Many bloggers have discussed this advertisement.
– Source: November 30, 2007 8:58:00 PM PST Varun Reddy Sevva
Traditionally, soap advertisements have focused on the goal of making the user beautiful, often achieved through celebrity endorsements. However, Dove takes a different approach with their series of ads that challenge the traditional notion of beauty. The Dove Evolution Ad has received two Grand Prix Advertising awards, and their webpage states, “In a world saturated with exaggerations and stereotypes, Dove offers a refreshingly authentic option for women who acknowledge that beauty exists in various forms and sizes.” The individuals representing Hindustan Unilever’s leading high-end soap brand are not widely recognized.
Dove’s Real Women Face Test campaign featured 11 ordinary women who were chosen out of over 4,500 entries. In a bold move, the FMCG company showcased these women on billboards, in newspapers, and on television to promote their Rs 500 crore brand. This advertisement campaign demonstrates Dove’s unique communication strategy, as they decided not to rely on traditional models or movie stars. Instead, they chose real women who are genuine users of their product to provide testimonials about their experience with the brand.
HUL introduced substantial sampling activities in malls for Dove’s hair wash product. They set up counters where customers could have their hair washed and photographed. These photographs were then displayed in the Dove Gallery. This led to testimonials being featured not only on television but also online, through content generated by consumers, and in print. Gopal Vittal, Executive Director – home and personal care at HUL, explained that the approach consists of two aspects: “conviction and proof.” Consequently, the initial phase of the campaigns demonstrated the product’s effectiveness on individuals’ faces, which was promptly followed by testimonials from actual users.
Interestingly, HUL has adopted an old commercial from its American counterpart and Ogilvy & Mather has tweaked it for the Indian audience. Additionally, a mandatory 360 degree campaign is in progress. Furthermore, HUL has also been running roadblocks across channels like Star and Zee, where it has bought out all the commercial advertising time exclusively. This is happening while other companies are reducing their spending. Vittal adds, “Investments have been increased for Dove due to its high media elasticity. The brand has tremendous growth potential.” Yahoo!
India partnered with HUL’s Dove in May 2007 to introduce the Dove Haircare Range offline. Unilever Limited has shown significant progress in the realm of Social Media. As user generated content on the Internet gains more popularity, both companies have expanded the Yahoo! Answers concept to include an offline version. Yahoo! India joined forces with HUL’s Dove to debut the Dove Haircare Range in May 2007. Yahoo! India Answers was selected as the platform to launch this initiative, resulting in the creation of the first-ever Branded Knowledge Video Search.
The Yahoo! India camera team visited Mumbai, Delhi, and Bangalore to ask women about hair care. They interviewed over 250 women in a span of 9 days and recorded 1,000 minutes of footage. The results of this initiative were impressive. The dove promo site, launched on May 16, 2007, attracted users who spent a total of 830,000 minutes on the site. Among this time, around 69,000 minutes were dedicated solely to watching videos. Yahoo! users also contributed to the campaign by posting over 2000 answers, which made it the largest branded campaign on Yahoo! India Answers. This initiative was created and hosted by Yahoo!
India witnessed the creation of a brand destination within an established property for the first time. The responses were hosted on the Dove Promo site (http://in.promos.yahoo.com/), while hair care questions were also posted on Yahoo! India Answers along with the video answers. Users had the opportunity to not only watch the videos but also contribute their own answers to the Dove questions. Yahoo! India strives to offer online products and services that are crucial to users’ everyday lives, and provides businesses with a comprehensive range of tools and marketing solutions to reach a global audience of internet users.
Yahoo! India offers a wide range of services, including Yahoo! India Mail, Yahoo! India Search, Yahoo! India Messenger, Yahoo! India Finance, Yahoo! India Chat, Yahoo! India Photos, Yahoo! India Answers, Yahoo! India News, and Yahoo! India Search Marketing. HUL is the largest Fast Moving Consumer Goods company in India and impacts the lives of two-thirds of Indians. HUL’s goal is to enhance the quality of life by providing products in over 20 categories in Home & Personal Care Products and Foods & Beverages.
The company fulfills basic everyday needs for nutrition, hygiene, and personal care through its brands, which enhance people’s well-being, appearance, and overall satisfaction with life. Commenting on the campaign’s achievements and the use of social media by brands, Pearl Uppal, Director Sales at Yahoo! India, stated, “This campaign’s success is not only due to Yahoo!’s commitment to providing our clients with the best of the digital world but also the trust that advertisers like HUL have in us.”
Although the internet has great potential, advertisers play a vital role in turning our belief into campaign performance. Rahul Welde, General Manager Media at HUL, commented that the Dove campaign showcases the impact the internet can have on a brand. The collaboration with Yahoo! India demonstrates how the internet medium can be effectively utilized. Yahoo! India created a compelling solution in response to a broad request.
We are excited about the idea and results and look forward to many initiatives with Yahoo! Dove. The Dove Real Woman Face Test campaign by Hindustan Unilever Limited has announced eleven winners across India. The winners are Sweety Massy from Bangalore, Omini Gill from Noida, Vaani Kapoor from Delhi, Swati Kumar from New Delhi, Noor Ansal from New Delhi, Raashi Khanna from New Delhi, Sonal Bole from Mumbai, Simran Chana from Mumbai, Supritha Shetty from Mumbai, Madhavy Raj from Chennai, and Radhika Shah from Kolkata.
The Real Women Face Test campaign began with contestants sending an SMS to get a free Dove bar. After receiving the SMS, Dove would contact the person and send them a sample of the product. Once the consumers received the product, they tested it and sent their photo and testimonial sharing their Dove Experience. The campaign received a total of 4500 entries, from which eleven winners were selected based on their experience and testimonials.
Dove Advertisement and Femina are working together to persuade women that they can possess gorgeous hair, hair that is stunning enough to place them on the cover of Femina magazine. The brand, which specializes in hair and skin care, belongs to Hindustan Unilever Ltd (HUL) and is reaching out to women, offering them the opportunity to be featured on the cover of Femina’s New Year’s edition. This initiative is being conducted in 11 cities, such as Hyderabad, Kolkata, and Chandigarh, as well as 26 locations throughout India. The campaign’s theme is ‘Beautiful Hair, On Any Face’.
Stalls have been set up in multiple malls offering women the opportunity to have their photos taken and receive Dove shampoo samples. Women who are selected will be treated to a hair treatment using the Dove haircare products, professionally photographed, and showcased on a magazine cover. The launch of the magazine issue will be celebrated with an accompanying event.
