Monday, January 04, 2010

Brand Update : Sunlight

It has been a long time since I wrote an update on Sunlight. This brand which is the oldest detergent brand from HUL was witnessing a revival of sorts. In my last post on Sunlight, I had commented that the brand was languishing because of the lack of support from the company.
2008 saw some brand activity aimed at reviving the fortune of this brand. Sunlight is not a national brand. According to news reports, the brand is a leading detergent brand in some markets like Kerala. Hence the brand was not getting enough support from the company in the past years.

HUL was facing the critical issue of focus in the past few years. It had a plethora of brands which had regional presence but no national foothold. Various leaders at HUL had different ideas about such a brand portfolio. Some CEOs ruthlessly cut the brand portfolio trying to focus on certain number of brands while some others believed in market share and volume game. This divergent views about the brand portfolio created a sense of directionless in the marketing activities of this marketing giant. HUL never seemed so vulnerable in the Indian market. The last decade saw the company venturing into confused brand strategies which ultimately helped other FMCG companies to cash in on market shares.

Sunlight was one such brand which lost its relevance in the strategy of HUL. I had commented that HUL is not spending enough for this brand. However, that complaint is now resolved. 2008 saw a campaign for Sunlight's new variant Sunlight Orange.
The brand is running a campaign in most of the channels : Watch the tvc here

I was rather surprised at the campaign because it was an unusual campaign for Sunlight. An animated ad for a detergent brand was something very unique. The ad typically look like that of brands aiming kids. I still wonder the logic of having an animated ad for a product like Sunlight. The characters, the song , everything was ideal for a confectionery or a toy . The ad is for anew variant of Sunlight which is having orange extract which will make the clothes shine better.

How ever, the ad seems to have some sticky factor although the Sync with the brand was less. I guess that this promotion will work in rural markets because of the novelty of the idea. Some campaign is better that nothing. In that sense, Sunlight brand can breathe a sigh of relief.

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