9 Questions With : Shiva Krishnamurthy, General Manager, tea, marketing, HUL
Updated on: 29 Jun 2016
Dancing hijras. Digital content. Music videos. Minimal branding. Not the kind of mix one readily associates with a tea brand from the house of Hindustan Unilever.
But all these ingredients have fetched the team the highest honour at the International Festival of Creativity at Cannes - a Grand Prix (Glass Lions category). Mindshare and Y Films have worked on this campaign.
Over a steaming cuppa Brooke Bond Red Label at his Mumbai office, we spoke to Shiva Krishnamurthy, general manager, tea, marketing, HUL, who has been heading company's tea category for about five and a half years, about the 6-Pack Band campaign. Edited Excerpts.
Q. How did it all start? Why was it important to do this?
It all starts with the brand's purpose. That's the springboard from where ideas strike. Unilever's marketing is now increasingly about purpose - What are you there for? Why do you exist?
For us, it's about making the world a more welcoming place, one cup at a time. When you look at content from this lens, you're able to evaluate it very well.
We weren't even thinking about tea, about who will drink what kind of tea and why; we were operating purely at a philosophy and purpose level.
"Unilever's marketing is now increasingly about purpose."
Q. Speaking of content, the 6-Pack Band campaign is a digital content-led effort. That's a flight from tradition for a TV-led brand like Red Label...