, 12 tweets, 3 min read Read on Twitter
Three campaigns, Two brands, one story!

Brands - SIRF EXCEL & RED LABEL [both are from Hindustan Uniliver]


1. Apno ko Apnao campaign for Red label during kumbh mela conceptualised by Mindshare Fulcrum.
A Hindu devotee goes to Kumbh just to get rid of his father.
2. Rang laaye sang campaign for Surf Excel during holi, conceptualised by Lowe Lintas. A hindu girl "saves" a muslim boy from being colored during holi, as if colours would pollute him.

3. Shree Ganesh Apnepan Ka for Red Label during Ganesh Chaturthi'18
Conceptualised by Geometry Encompass. A Hindu man denies to purchase an idol from a Muslim man but by drinking Red label hi changes his mind.

Now let's have a look at the story.

These three ads, conceptualised by three different marketing firms, have one thing in common,
That is - they are for brands under HINDUSTAN UNILIVER.

The company (subsidiary of UK based Uniliver) seems to be loving the tactics of East India Company

These controversial ads talk about bigotry and extremism among hindus which is not true in reality. Here is how -
1. Apart from anti-india rhetoric in western media, no statistical data suggests that people go to Kumbh to leave old parents

2. By showing a holi colors as being a pollutant, they are giving a message for ghettoisation of Muslims (and daag no more achhe?)

3. Lastly, there are
Many muslim Idol makers across west bengal and also throughout the country who are known for making Durga and Ganesh idols. They are largely covered in media and hindus happily worship those idols.

So, why is Hindustan Uniliver doing it?
Well, it's a marketing tactic,
They have cracked the code of trending on social media and making the headlines without much efforts.

Here is their workflow-

1. Make controversial ad, portraying Hindus as bigots
2. RW will trend on twitter to boycott
3. Media will cover the story
4. LW "intellectuals" will write articles to defend your point because they hate BJP and want to project as if bigotry among "Hindus" has increased
5. At the end, it helps the brand to portray as if they are doing some social service
Uniliver has many brands that are used by low income families such as - lux and wheel, for which it never tries such advertisement.

They know that consumers of these brands don't read english newspaper and thus, it will negatively impact the sales
At the end, to quickly summarise - Unilier is using controversy to promote its brands consumed by urban class. They know that this will result in quick call for boycott on twitter, but Indian left will quickly jump in with several articles to defend their brand in front of their
target audience. This gives them free press, trending on social media, millions of impressions and a positive change in sales.

They are winning this battle and they will keep doing it again and again
Missing some Tweet in this thread?
You can try to force a refresh.

Like this thread? Get email updates or save it to PDF!

Subscribe to An Open Letter
Profile picture

Get real-time email alerts when new unrolls are available from this author!

This content may be removed anytime!

Twitter may remove this content at anytime, convert it as a PDF, save and print for later use!

Try unrolling a thread yourself!

how to unroll video

1) Follow Thread Reader App on Twitter so you can easily mention us!

2) Go to a Twitter thread (series of Tweets by the same owner) and mention us with a keyword "unroll" @threadreaderapp unroll

You can practice here first or read more on our help page!

Follow Us on Twitter!

Did Thread Reader help you today?

Support us! We are indie developers!

This site is made by just three indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3.00/month or $30.00/year) and get exclusive features!

Become Premium

Too expensive? Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal Become our Patreon

Thank you for your support!