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<ul><li>The FMCG giant HUL has released its financial statement for FY21. </li><li>HUL reported a 34% increase in its turnover. </li></ul><keyword id="178761" type="COMPANY" weightage="20" keywordseo="Hindustan-Unilever-Limited">Hindustan Unilever Limited</keyword> has announced its results for the quarter and year ending 31st March 2021. As per its financial records, the FMCG giant spent Rs 4,737 crore on advertising in FY21. Broad-based performance Growth in the quarter was competitive and profitable with reported turnover growth of 34% and Profit after tax growth of 41%. Domestic consumer growth* was at 21% with underlying volume growth of 16%. Health, hygiene and nutrition forming c.80% of business grew in double-digits for the third consecutive quarter, while discretionary and out-of-home categories improved sequentially. Home Care: Home Care growth at 15% was enabled by a strong recovery in Fabric Wash. Household Care continued its strong performance delivering double-digit growth. Liquids and Fabric Sensations continue to outperform benefitting from robust market development initiatives. Beauty &amp; Personal Care: Beauty and Personal Care grew 20% with Skin Cleansing, Hair Care and Oral Care delivering high double-digit growth. Skin Cleansing performance was led by ‘Lifebuoy’ and premium segment. A calibrated approach towards price increase has helped protect our business model even as vegetable oils continue to inflate at record levels. Consumer-focused innovations and contextual communications in Hair and Oral Care continue to yield good results. Skin Care portfolio registered strong performance in Hand &amp; Body Care and Face Cleansing segments. Color Cosmetics performance improved sequentially. Foods &amp; Refreshment: Foods and Refreshment delivered another quarter of strong performance and grew at 36%. All our Tea brands continue to grow in high double-digits. Ketchups, Soups and Ice Creams also performed well with double-digit growths. Ice Creams recovery in the quarter was aided by multiple product innovations. Nutrition volumes grew in double digits and we launched Rs. 2 sachets in Horlicks and Boost. Our goal remains to drive penetration in this category. Operating margins: EBITDA margins at 25% remain healthy. Profit after tax at Rs 2,143 Crore increased by 41%. HUL will continue to invest behind its brands and portfolio, and in future-fit capabilities. According to its statement to the press, HUL's focused actions on net revenue management and savings have enabled the compnay to manage inflationary pressures and deliver a healthy bottom-line performance.<a name="m_6766058920235297106__Hlk31014716"></a> Financial Year 2020-21: Growth competitive and profitable Turnover at Rs 45,311 Crores grew by 18%, Domestic Consumer Growth* was 6%. Profit after tax at Rs 7,954 Crores was up 18%. We managed COVID challenges well and sustained strong cash generation. The Board of Directors have proposed a final dividend of Rs 17 per share, subject to approval of shareholders at the AGM. Together with interim dividend of Rs 14 per share, the total dividend for the financial year ending 31st March 2021 amounts to Rs. 31 per share. During the year, a special dividend of Rs. 9.5 per share was also paid. Sanjiv Mehta, Chairman and Managing Director commented, “Our in-quarter performance was strong on both the top-line and bottom-line. Despite challenging times, in FY’21 our business ecosystem has withstood the disruption and demonstrated agility and resilience across the value chain. We have delivered on our multi stakeholder business model. Our purpose-led brands and capabilities were further strengthened during the year and this positions us well to serve our consumers during this turbulent period. Our focus firmly remains behind delivering volume-led competitive growth. The recent surge in COVID cases is of serious concern and ensuring safety and wellbeing of people remains our top priority. We will continue to work closely with governments, health authorities and our partners to support the needs of the society and the Nation to overcome this adversity. #HULStandsWithTheNation” * excluding the impact of merger of GSK CH and acquisition of ‘VWash’<table align="left" style="color: rgb(34, 34, 34); font-family: Arial, Helvetica, sans-serif; font-size: small; background-color: rgb(255, 255, 255);"><tbody><tr></tr></tbody></table>

HUL spent Rs 4,737 crore on advertising in FY21, saw a 41% increase in profit after tax

<ul><li><keyword id="6888422" type="General" weightage="20" keywordseo="sebamed" source="Orion">Sebamed</keyword>'s comparative advertising last year against <keyword id="44863" type="General" weightage="20" keywordseo="hul" source="Orion">HUL</keyword> soap brands including <keyword id="119472" type="General" weightage="20" keywordseo="lux" source="Orion">Lux</keyword>, Pears and <keyword id="94301" type="General" weightage="20" keywordseo="dove" source="Orion">Dove</keyword> got it noticed by consumers.</li><li>We speak to <keyword id="17535" type="General" weightage="20" keywordseo="shashi-ranjan" source="Orion">Shashi Ranjan</keyword>, Country Head, Sebamed to understand how its strategy of targeting other brands in the category has worked for it.</li><li> Ranjan tells us the brand's campaigns have helped it win the trust of huge number of consumers who are looking for 'highly efficacious and scientifically superior products'.</li></ul>When it aired its campaign targeting some of HUL’s market leading soap brands including Lux, Pears and Dove in January 2021, German personal care brand Sebamed made quite a splash. It had taken on the biggest soap manufacturer in the country, to demonstrate the ‘superior benefit of Sebamed’s cleansing bar over market leaders in the soap category’, a claim that had later been rebutted by HUL. Following the launch of the campaigns, HUL had filed a commercial suit in the Bombay High Court, and alleged that Sebamed’s campaigns were ‘misleading consumers on soap efficacy during these difficult times, and further denigrating and disparaging well-known brands like Lux, Dove, Pears and Rin’. The Bombay High Court later permitted Sebamed to continue with its campaign for its cleansing bar. Despite the legal backlash, the brand and its comparative advertising was written about by numerous media outlets, which turned out to be great PR for the brand. It had the desired effect, getting a relatively new brand noticed by consumers. Later in the year, Sebamed released another campaign, this time drawing consumers’ attention towards misleading advertising by various hair care brands titled #NoConditionsApply. A year since the launch of its talked-about campaign, we caught up with Shashi Ranjan, Country Head, Sebamed, to understand how its strategy worked for the brand and how it has been educating consumers about the benefits of using its products and building a market for itself. Excerpts: Q) Sebamed has had a very different advertising approach. How do you think that has helped in its brand building in India? We are a purpose-driven organization, and we strive to transform the Indian <keyword id="34523" type="General" weightage="20" keywordseo="fmcg" source="Orion">FMCG</keyword> landscape. By leveraging the power of honest and transparent advertising, we are empowering consumers with the right knowledge backed by scientifically verifiable facts and realistic claims. We want consumers to make informed choices about their consumption habits and our advertisements narrate the story in a unique and palatable way. Our differentiated approach to advertising has introduced a new vocabulary of pH and generated a buzz in the personal care category. It has nudged consumers to challenge the status quo and question claims around standard beauty practices and provide them with science-backed facts instead, and as a result, build a strong connection with Sebamed. We have been able to win the trust of huge number of consumers who are looking for highly efficacious and scientifically superior products. Q) What sort of reception have your ads received? They did the work of getting the brand noticed but did that translate to sales? We are overwhelmed by consumer responses after every campaign. It really gives a surreal feeling that consumers wait for our advertisements as every category we get into we impart new knowledge and most importantly something they can trust and validate. In addition to disruptive awareness, our advertisements have resulted into exponential increase in our revenue as well. Our annualized portfolio run rate is Rs 600 crore in MRP terms. We remain committed towards investing in brand building as a full-stack player. We continue to strive for share of affinity of our consumers and it has been overwhelming since inception. Q) What sort of growth have you witnessed since you launched your campaign? We are on an exponential growth path and have grown 5X in the last 3 years. In fact, some of the subcategories in personal care have grown more than 10X post the campaign. Q) How did the pandemic impact the business? Where do you stand now? Like any other FMCG player we were also impacted by the first wave of pandemic during Apr-June’20 quarter. However, we have managed to bounce back and are now on our growth trajectory. We witnessed ~40% growth on our overall portfolio vis-à-vis 2019 despite the pandemic. We used this as an opportunity to realign our Marketing, Sales, Distribution &amp; People strategy.We managed to bounce back after a quarter and are now back on our growth trajectory.Hence, the silver lining is, despite pandemic our exponential growth journey continues.Our offline sales have grown around 50% over last year itself. Q) For any relatively new brand, sampling plays an important role. With people stuck in their homes, how have you been able to take the brand to people's homes? How are you ensuring the brand stays top-of-mind for your consumers? Sampling has been a key enabler to induce trial for consumers across all categories and we have leveraged this since the beginning. During pandemic when people were stuck at home, we partnered with hyper local delivery partners as well as some society activation partners to take the experience to consumers’ home. Further recently we have also launched Sebamed shampoo sachet at Rs 10 to encourage trials. Today all Sebamed shampoos – Anti Hairloss, Anti-Dandruff and Everyday are available at Rs 10. We have also started seeing early trends on increasing revenue contribution of Tier II and Tier III cities for Sebamed products. Q) How important has e-commerce been for you? The world-wide pandemic has turbocharged ecommerce transition for FMCG companies. With the touchless economy and safety conscious consumers, we have witnessed a strong preference towards ecommerce during the pandemic and it’s going to continue in the long run as well. Ecommerce has been a key growth driver for us, and we have further enhanced our presence by partnering with quick commerce players as well in addition to traditional ecommerce players. In fact, we have taken an emphatic approach to set up our own ecommerce platform mywellnesskart.com during the first wave of the pandemic to ensure our products are made available to consumers amid logistic disruptions. Q) What's your marketing budget for the year? Will you be increasing spends this year? Which medium will get the largest chunk of the marketing pie? Our marketing budget is commensurate with our growth aspirations. We have grown our marketing budget by 3X over last 3 years. We remain committed towards investment in brand building as a full stack FMCG player and strive for consumer’s share of affinity towards our brands. Our current split between traditional and digital marketing is 50:50 and we will continuously evaluate the same and pivot it around consumer’s behavioral shift. Q) Going ahead too, will the brand continue focusing on competitive advertising or do you plan to modify your strategy? We invest a lot in understanding our consumers. Keeping the evolving consumer needs in mind, our advertising approach has been focused on building long-term trust with the consumers – there is no short-cut to gaining trust. This requires consistent effort. Competitive advertisement is just one tool in the marketing playbook. Every category has different objective and advertisement strategy would differ accordingly; however our brand purpose will remain consistent as the common denominator across every segment we operate. Q) Sebamed has positioned itself as a brand that empowers consumers with the right information on the basis of scientifically verifiable facts and realistic claims. Apart from your campaigns, how else are you educating consumers, since it takes a change in behaviour for people to opt for a new shampoo/soap instead of products they have been using for years? After the pandemic, basic health and hygiene choices are being re-evaluated. We strive to educate our consumers about the benefits of pH5.5 products for healthy skin and hair and impact of using conventional products. pH is a relatively new conversation in the personal care segment, and we are aware that persuading consumers to opt for a new shampoo/soap instead of products they are using for years is a journey. In order to expedite the transition process, in addition to integrated campaigns we are following a 3-pronged approach: -Offering free pH test kits to consumers, so they can test themselves at their homes -Offering free customized skin and hair solutions by our experts through our portal -Sampling and society activation initiatives Q) What is your strategy towards increasing your marketing spend? What is the growth strategy you are going to follow? -Brand building is a journey and we are committed to ramp up our marketing investments in alignment with our aspirations. -We will continue to focus on five key transformational pillars – people, differentiated products, branding, rapid distribution expansion and robust governance. Q) What kind of revenue target do you have for 2022? We are here for the long haul, we plan to grow 10X in the next 5 years, hence we aspire to grow exponentially in 2022 as well, pretty much the way we have grown over the last 3 years.

Our differentiated approach to advertising has nudged consumers to challenge the status quo and question claims around standard beauty practices: Shashi Ranjan, Sebamed

<ul><li>The <keyword id="12257603" type="General" weightage="100" keywordseo="whole-truth" source="Orion">Whole Truth</keyword>, a health food brand, has dedicated its marketing efforts to telling the world the truth about its food and busting common food marketing myths to help consumers lead healthier lifestyles.</li><li>The Whole Truth’s latest campaign addresses the issue of misleading influencer marketing.</li><li>Its campaign ‘The Whole Truth Sayers’ is a clarion call to all Honest Influencers who only endorse what they actually use and love. And whose opinions can’t be bought with money.</li><li>As consumers moved to influencers, so did marketing dollars. And for the right price, experts started selling their influence, rather than telling the truth.</li><li>To fix this broken system, TWT has launched The Whole Truth Academy Project where they want ‘real’ influencers to tell the truth about their products. 25 honest influencers will be shortlisted by a jury who will narrate The Whole Truth later in their own ways.</li></ul>Over the last two decades, social media has become a huge part of our lives. After the recent Facebook outage, the world realised how dependent we are on social media platforms. While the six-hour outage only highlighted the tip of the iceberg, it is becoming more and more clear now that social media platforms have become an extended part of our body and existence. Due to this heavy reliance of consumers on digital media, influencer marketing has seen a huge boost and has become an integral marketing tool for advertisers to connect with their audiences on a daily basis. According to GroupM INCA, the <keyword id="11333696" type="General" weightage="20" keywordseo="influencer-marketing-industry" source="Orion">influencer marketing industry</keyword> will be a Rs 900 crore market in India by the end of 2021. So, there’s no doubt that influencers are heavily embedded in consumers’ day-to-day lives and gaining more attention from advertisers by the hour. However, influencer marketing started out with a revolutionary idea. It aimed to alter the celebrity-dominated advertising and marketing industry, create more space for honesty and do away with false, exaggerated claims made in traditional ads. The digital stars wanted to fade out fake reviews, connect with consumers on a personal level and eradicate the ‘holier-than-thou’ attitude in the industry. It was more about a few creative consumers talking to other consumers about brands they love and make marketing a tad accessible. In a short span of time, influencers forgot their mission statement and capitalism took over. The most earnest, honest reviews on the internet can be bought today and only brands with bigger money bags can afford to be portrayed as the most honest brand in the ad world. To debunk this system that has gotten a ‘bit corrupt,’ The Whole Truth’s Co-founder and CEO <keyword id="274057" type="General" weightage="20" keywordseo="shashank-mehta" source="Orion">Shashank Mehta</keyword> has launched a new campaign titled ‘The Whole Truth Sayers.’ He is on the lookout for an honest batch of influencers who could represent his brand, help change the influencer marketing and revert it to its original form. <div type="Youtube" id="4Y_bXd03gpM" title="The Whole Truth of Influencer Marketing" thumbUrl="https://i.ytimg.com/vi/4Y_bXd03gpM/mqdefault.jpg"></div> In a 5-minute long film, Mehta and The Whole Truth team audition a bunch of influencers. Mehta asks, “Will these people promote our brand? Who are these people and why are they famous” And then, sitting across the table, Mehta watches influencers showcase their talent and pitch their ideas. They put more effort into their content for more marketing dollars. In a monologue, he later goes on to talk about how influencer marketing came into play as the answer to inauthentic celebrity marketing but has turned into a marketing gimmick in recent times. For the right price, experts started selling their influence, rather than telling the truth and influencer marketing thus became the problem it was meant to solve. The video is conceptualised by The Whole Truth and Gursimran Khamba’s Lights@27. It is being launched in collaboration with Big Bang Social, an influencer marketing agency, who also resonated with campaign’s problem statement. <cmsannotation type="cmsannotation" annotationid="Behind The Whole Truth and its latest campaign" text="Behind The Whole Truth and its latest campaign">Behind The Whole Truth and its latest campaign</cmsannotation> <div type="Video" msid="86830239" hostid="261" title="Behind The Whole Truth’s latest campaign that aims to reveal the truth behind misleading influencer marketing" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=86830239"></div> It all started when The Whole Truth raised $6 million in a series A round led by Sequoio Capital. After acquiring enough capital to take their marketing to the next level, Mehta realised that there’s a problem with how influencer marketing functions today. “The honest truth behind this campaign is that we wanted to do influencer marketing. We recently raised a round of funding, we had some money in the bank now and we thought we'll do influencer marketing but the more we dived into it, we realised there doesn't seem to be an honest way of doing it. And the current way it was being done, in most places not all, didn't sit well with the brand. So we were caught in a dilemma of either we just walk away from it saying that hey, this is not for us, or we do something about it. And we realised that usually whenever we've taken people behind the scene and shown them the whole truth of anything, they resonate with what we are saying. So, we thought that hey, maybe the way to do influencer marketing for us is first bring out what's going on which it seems like a lot of people resonate with and then mount our own attempt at doing this in an honest, truthful manner on top of this video,” shared Mehta. So, the video is a clarion call to all Honest Influencers who only endorse what they actually use and love. And whose opinions can’t be bought with money or as Mehta calls them, ‘TWT’s Truthsayers.’ With this, The Whole Truth aims to not only highlight the problem, but it is giving out a solution. It has launched a contest, wherein it is inviting influencers to make a fun reel, giving the jury an insider view of the problem. 25 influencers will be shortlisted later by a marketing expert jury consisting of Gursimran Khamba, Varun Duggirala of The Glitch, Vani Gupta Dandia of CherryPeachPlum, to name a few. Later, The Whole Truth will pay for the influencer’s art, hard work and talent - not their opinion. Any equipment fees, production fees, location costs etc, (within a pre-agreed budget) will be taken care of. TWT will not influence the influencer’s opinion or interfere with their art. Neither will they give a brief or push pre-set scripts. Whether the Truth-Sayers choose to make a video or write a blog or make a podcast to introduce The Whole Truth to their followers - the brand will offer complete support. And zero intervention. The process of finding TWT Truthsayers is quite simple. “So we have a two step process, one is we're asking them to apply. The application is a fun thing where we're asking them to make a story or a reel and show us the whole truth of influencer marketing as they see it. And that becomes their participation. Which gets shortlisted to the top 50 people by our panel of judges and we have a very, very respected panel of judges. They will shortlist it down from 50 people to 20-25 eventually we're just going to send them our products and ask them to write us a note about what they liked, what they didn't like right and and whoever falls in love and says that you know I love this brand and these are the 10 reasons why I loved what you did or the only people you work with,” explained Mehta. However, the film is 5-minute long and we all know how infamous millennials and GenZ are for their short attention span, who are all the target group for this campaign. Marketing gurus advise brands to place their product in the first 30 seconds of the advertisement and The Whole Truth’s latest campaign doesn’t follow that thumbrule either. Mehta said that it was a conscious decision to make a long ad. Sharing the reason why, Mehta said, “When we wrote the script, we didn't write it as an ad. That's why you will see that there is very little of the brand. But yeah, it's a it's a long video, given attention spans nowadays. We took that conscious call because we didn't want to make a superficial half-hearted point. We wanted to be do justice to both the problem and at the end, our take on the solution and why we believe things are not the way they should be, etc. And again, the hope is that, when a AIB or TVF come out with a 10-20 minute videos, because the content is so good people do watch through it. So let's see, whether we are thinking too much of our content and people will drop off or will it be engaging and relevant enough for them to watch through -- that's the punt we've taken, but we were very clear that we don't want to do a half-hearted superficial ad-ey job of it was for us, it's not an ad, we're not like promoting a product in this.” Considering that The Whole Truth is calling out an industry for its divergence from an ethical path, there’s a good chance that this campaign will cause a controversy. In today’s time, it doesn’t take much to boycott a brand. Influencers also have a cult following now and there are always some fans who wouldn't watch 'The Whole Truth' and just jump to conclusions by reading a video’s caption or watching an ad for a few seconds with context. Mehta candidly told us that he is worried about this. He said, “It's something that worries us, but we don't know what to do about it. If someone doesn't listen to our whole point of view, and reacts to half baked information, then it does become difficult.” <cmsannotation type="cmsannotation" annotationid="The Whole Truth in the making" text="The Whole Truth in the making">The Whole Truth in the making</cmsannotation> Before launching The Whole Truth, Mehta was working with FMCG giant HUL. He told us that he wanted to launch his own food brand because he has fallen for the lies told by foodbev brands and his body has suffered through enough ups and downs due to the false claims made on food packaging and dishonest FMCG advertisements. So, in The Whole Truth’s maiden campaign, it started by dropping a giant truth bomb about the FMCG industry and its marketing techniques. Titled ‘Our Food is Screwed’ was inspired from The Dollar Shave Club ad and aimed to bust food myths and inconvenient food labelings. <div type="Youtube" id="cT-rTkvhLNo" title="Our Food is Screwed | What Food Companies Don't Want You to Know | #TheWholeTruth" thumbUrl="https://i.ytimg.com/vi/cT-rTkvhLNo/mqdefault.jpg"></div> The Whole Truth was only 9-months-old and everyone was talking about its campaign. It takes a start-up at least a few years of investment rounds to use the right marketing tools to gain popularity and some media coverage. The Whole Truth was quick to rise to fame, thanks to Mehta’s marketing background. So, we asked Mehta, if he were to give a TedTalk on what helped the start-up gain media attention and become a popular consumer brand in a short time, he said, “TedTalk, I’m not sure of, but the one big learning is do something which is purpose driven. I think it speaks to people, when you're doing something for a fundamental reason, which is beyond just money, profit and fame. Like for us, the mission is to bring honesty back to foods. And that mission comes from a very personal plce because I've suffered at the hands of incorrect and dishonest food marketing, I had to go through multiple weight gain and loss cycles when I used to think that switch from that unhealthy cola to this healthy juice or switch from that unhealthy paratha or that my mom makes in the morning to breakfast cereals. And then I realized that actually, the breakfast cereal is much worse than my mom's parathas and, and the juice has the same amount of sugar as that coke does. So, that's betrayal, that feeling of being lied to, no one likes. Hence, the mission comes from deeply personal space. And I think consumers resonate with that -- they can see that these guys are out not to make a quick buck that they're out to change the world in small but meaningful ways. So that would be my big learning. When you do that, consumer love, fame and revenues -- all of that starts falling in place.” Going forward, The Whole Truth will be on the lookout for expansion opportunities. It started as a protein bar and aims to expand into different food and health sub-categories. Mehta has an interesting approach to decide company’s next foray. “Our focus areas are very clear. We intend to go on getting into different food categories where we see that consumers today are being lied to and create a product that lives up to the whole truth philosophy, so for example, till eight, nine months ago, we were only making protein bars, then we launched a range of muesli, peanut butters in another two, three months. We're gonna launch another food category in five months from then we launch another food category. So our mission is simple. We just take different food categories, we check whether currently, most of the brands there are offering 100% clean label food, or are they lying to consumers? And unfortunately, the answer in most turns out to be the latter. And then we start trying to formulate a product that lives up to The Whole Truth philosophy because we don't have any option, we have to declare each and every ingredient on the front of it, so that takes a little while. So that remains the focus not just the next half, but the foreseeable future, too,” told he. Mehta told us that the brand will keep on unearthing the 100% honest truth of anything that touches food or food marketing in the future as well.

The Whole Truth’s latest campaign aims to reveal the truth behind misleading influencer marketing

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HUL spent Rs 4,737 crore on advertising in FY21, saw a 41% increase in profit after tax

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Our differentiated approach to advertising has nudged consumers to challenge the status quo and question claims around standard beauty practices: Shashi Ranjan, Sebamed

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The Whole Truth’s latest campaign aims to reveal the truth behind misleading influencer marketing

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