I'll try and break it down to the best of my abilities.
Their share prices have been consistently up at Rs. 1,708 as of 11 March 2019.
Safe to say, HUL is one of the big players.
This ad was immediately met with immense backlash from people who took offense to message in the ad.
Indian RW aggressively trended #BoycottSurfExcel
Here's the explanation.
Obviously, this ad is controversial. But the question is, can this controversy inherently drive sales for HUL?
I don't have the exact numbers right now but given how many times this ad was shared online, their share of impressions and viewership must be easily in he range of 10m+. That's without counting all the times the video has been ripped and reposted.
Let's look at the Nike x Kaepernick ad as a means to draw parallels.
People were destroying all Nike products they owned much like the Surf Excel outrage except multiply it by a few 1,000.
Contrast that with India's 31% and you can see the difference in the magnitude of the people who oppose this HUL ad.
Their sales revenue saw a 31% growth over a period of less than a week!
Companies die to see that kind of growth numbers and Nike had achieved it through one of the most controversial ad.
Was this a risk Nike took?
Because the majority of people who buy Nike products aren't the same demographic as the ones boycotting Nike.
This ad is most definitely curated to create controversy by pitting the 31% against the 69% and much like Nike they chose the most controversial topic of today.
Watch their total portfolio sales revenue numbers inflate over the next few weeks. This is a classic strategy employed by large companies.
Key takeaway here is that all the outrage by the Indian RW won't even make a tiny dent on HUL's overall sales.
Thanks for coming to my Ted Talk.