Hindustan Unilever has become one of the first companies to set up a digital media lab in Mumbai. This lab is first of its kind in the country and is centered on training its HUL managers on digital media marketing. The lab is anticipated to provide support to the company in certifying all digital initiatives of its Indian unit before they reach their respective consumers.
This lab is being considered as a revolutionary development as it is expected to make other marketers take the digital world more seriously. It is based at Andheri at Hindustan Unilever’s headquarters is the fourth such centre globally.
Atit Mehta, media services head at Hindustan Unilever said, “Now, we will be miles ahead from everybody else. The lab will ensure that all digital media campaigns of the consumer goods giant are compatible – from a basic mobile device to smartphone to tablet.”
In a conversation with Digital Market Asia, Atit Mehta said, “Media Lab is another indication of our commitment towards digital. The lab is a way to engage everyone within the company with this medium.”
HUL Seems to be doing things differently by breaking down the rules of traditional media in replacement to digital media and they claim to be ahead in this race. They had started with this digital venture in the year 2006 and has increased its digital ad spends by about 40% in the year 2012-13 globally. They will be investing much of their time in five core digital areas: Social, Search, Mobile, Video and Data, Analytics and Insights.