1 / 7 India's largest FMCG company, Hindustan Unilever, in its investor presentation has shared glimpses that can potentially determine the future of internet, advertising and traditional media in the country going forward. Here are some of the key takeaways from that presentation. 2 / 7 As per HUL's presentation, India had 950 million internet subscribers as of March 2024 with the average time spent on social media crossing two-and-a-half hours per day.
A bigger takeaway from the social media aspect is that two-thirds of the social media users follow at least one influencer. 3 / 7 The presentation further states that at least 190 million consumers shop online and that can include things from groceries to mobile phones to even medicines. HUL's digital media contribution has tripled in the last four years to 40% of its total ad spends.
4 / 7 As a result, HUL has now built a proprietary and bespoke tool to build effective reach and is now using category-specific data to customise for different consumer groups. It has also reduced its digital deployment cycle from five days to five hours. 5 / 7 Here is how the share of Ad spends have changed for HUL over the years.
What earlier used to be a 60% share for television has come down to 39%. A 20% share for digital video earlier has gone up to 25%. While the share of social has increased to 15% from 12% earlier and that of OTT platforms has more than doubled to 17% from 8% earlier.
6 / 7 HUL's presentation further suggested that ther.