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One ad featured a reluctant Hindu family becoming friends with a Muslim neighbour over a few cups of Red Label tea. Over the past few years, HUL has used off-beat campaigns to promote the brand. In India, HUL has been trying to push brands such as Lifebuoy, Fair & Lovely and Dove by sourcing raw material sustainably, reducing the environmental footprint and increasing positive social impact.īrooke Bond Red Label, which was launched in India in 1903, is retracing the footsteps of founder Arthur Brooke, who chose the name because it was his “bond” to customers, said HUL. The parent company’s turnover exceeded ¤53 billion in 2015, with 13 brands clocking sales of over ¤1 billion each. Last year, Unilever said “brands with purpose” are growing at twice the speed of others in its portfolio. “We have seen evidence that successful brands tend to be more purpose-driven and have a point of view in society.” We are taking a deep-seated point of view on our brands and their role on society because they do,” Sudhir Sitapati told ET in his first interview after becoming executive director of HUL’s refreshments business, which was recently split from the foods segment. “We don’t want to be insensitive or provocative for the sake of being provocative. While many were taken aback, most were welcoming enough to break barriers over a cuppa. The sex worker was filmed striking up conversations with people, especially the moments when she revealed the nature of her work.
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The Indian unit of the Anglo-Dutch consumer giant put up a makeshift tea house a few weeks ago at Churchgate, one of the busiest stations in the city, and offered free cups of tea to commuters. In an effort to break a social stigma, the country’s largest consumer goods company has roped in a commercial sex worker to feature in an upcoming advertisement for Brooke Bond, capturing her experience with unassuming office-goers over a cup of tea.
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MUMBAI: For Hindustan Unilever, the way to a steaming hot cup of tea could well be through Kamathipura - Mumbai’s red-light district.