Yuvraj to endorse Lifebuoy for Rs 2 crore per annum
Hindustan Unilever, low-profile on cricketer-related advertising, has roped in Yuvraj for Rs 1.5-2 crore annually. Special: IPL, the blockbuster bidding
By Ratna Bhushan, TNN |
NEW DELHI: The country's single largest advertiser, Hindustan Unilever, traditionally low-profile on cricket and cricketer-related advertising, seems to be finally joining the sports bandwagon in a big way.
HUL, which has traditionally banked on Bollywood stars to endorse its brands with only one-off associations with cricketers, is now signing one of the country���s hottest cricketers���Yuvraj Singh���to endorse one of its power brands. The brand in question, sources say, is likely to be the over-a-century-old soap, Lifebuoy, though the name of the brand could not be independently confirmed.
When contacted by ET, an HUL spokesperson said: ���We have no comments to offer on this.��� Globosport India CEO Anirban Das, the sports management company which now manages the cricketer���s endorsements, too declined to comment on the development.
HUL, which has traditionally banked on Bollywood stars to endorse its brands with only one-off associations with cricketers, is now signing one of the country���s hottest cricketers���Yuvraj Singh���to endorse one of its power brands. The brand in question, sources say, is likely to be the over-a-century-old soap, Lifebuoy, though the name of the brand could not be independently confirmed.
When contacted by ET, an HUL spokesperson said: ���We have no comments to offer on this.��� Globosport India CEO Anirban Das, the sports management company which now manages the cricketer���s endorsements, too declined to comment on the development.
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Meanwhile, Lowe India chairman and chief creative officer R Balakrishnan (Balki) said, ���Nothing like this is happening.��� Lowe handles the advertising of Lifebuoy. However, sources close to the development said the formalilties of Yuvraj���s deal with HUL have already been completed.
The deal with the cricketer, sources said, has been sealed in the region of Rs 1.5-2 crore annually. Yuvraj���s existing portfolio of high-profile endorsement deals spans about nine brands including Pepsi, Marico, Reebok, Westside, Microsoft, Hero Honda and Donear Suitings.
HUL, with a predominantly women-focused portfolio of products and an annual advertising and promotion spend in excess of Rs 800 crore, has not invested heavily in cricket-related advertising. In fact, this is typical of several FMCG companies, which have products aimed largely at women, including Procter & Gamble and Reckitt Benckiser. One of the very few examples of HUL associating itself with a cricketer in the past is Rahul Dravid���s endorsement deal with Kissan jams.
If Yuvraj is indeed being used for endorsing Lifebuoy, it is likely to spell a change of strategy for the brand. Lifebuoy���s latest campaign is tailored around the theme���koi dar nahi. HUL has repositioned the brand more than once. While some years ago, it was positioned as an all-male brand advocating ���tandrusti ki raksha���, it has since then moved on to address the entire family. With an existing positioning as family health soap, Lifebuoy competes directly with Reckitt Benckiser���s germ-fighter soap brand Dettol.
HUL is learnt to be sprucing up its portfolio of men���s personal care products as well in line with the category���s rapid growth. It recently extended its fairness cream Fair & Lovely to a men���s variant���Fair & Lovely Menz Active. Players such as Nivea, Garnier and Emami are also learnt to be stepping up activity in the men���s personal care space.
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