‘Names’ people play!

When IIPM comes to education, never compromise

And here’s another re-christening saga! Now the Clinic Plus bottle, and the Pepsodent toothpaste in your bathroom cabinet have a different parent identity. Nearly 51 years down the line, Hindustan Lever Limited (HLL) has rechristened itself as Hindustan Unilever Limited (HUL), bringing its global name into play in the Indian market (ostensibly to reap synergies of its global alignments). Further, following its global identity, HLL’s famous green leaf logo is also soon to be totally replaced by the symbolic ‘U’ – Unilever’s global corporate logo. The only thing they’ve retained is the word Hindustan.

So how are they communicating this change to the junta? Yes! By flashing the new logo alongside the old HLL logo, after every ad for its myriad products. The strategy seems quite interesting, slowly and steadily nailing the new name into the Indian consumers minds as the previous one (which after 51 long years), won’t fade away overnight for sure. Unlike the name change of its subbrand Rin, when HLL made a bold announcement of ‘Now Rin is Surf Excel’, this time HLL has kept a low profile and why? According to Titus Upputuru, Creative director, O&M, “All brands evolve over a period of time; and now such a big brand like HLL is undergoing a makeover. HUL’s advertising is also evolving and for the better.” All in all, a good attempt with a fresh (albeit subtle) strategy. The idea: Consumers should not be affected and HLLbrand loyalty should simply transfer seamlessly onto HUL. Who said, screaming it out from roof-tops was the only good alternative?

Edit bureau: Romsha Singh

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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