Abstract

The caselet provides details of Hindustan Lever Limited’s (HLL) promotional campaign for its brand ‘Surf Excel’. It analyzes the reasons that led HLL to opt for prize promotions in its promotional campaign. The caselet also explains the objectives of the promotional campaign. Finally, it throws light on the use of celebrities by HLL to broaden the reach of its campaign and generate higher brand recall for ‘Surf Excel’.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Celebrities in Promotional Campaigns. Educational scholarships as a sales promotional tool.

Keywords

Hindustan Lever Limited, Win with Stains, Washathon, Surf Excel, Ariel, Tide, Procter & Gamble Ltd, Jonty Rhodes and Sania Mirza