( ' . . . . ...

L.l~ME ..;.·.·.·.

THE DISRUPTION
ECONOMY
 THE DISRUPTION
ECON OM
The pandemic has brought some dramatic transformations to the
world. Changes that would have ordinarily taken years, if not, decades
have been compressed into weeks, sometimes, days.

These profound and unmistakable changes in consumer behavior are

giving us an opportunity to imagine the new future. Shape the New
Future!

Following are just some of the key trends that might shape our future:

1. E-commerce receives a push: The pandemic has led to not just more
consumers buying on line but also more kinds of categories being
bought on line. Over the last few months, consumers have started
appreciating the convenience and range of E-commerce platforms
in even grocery segments (food & beverages, personal care, home care,
beauty etc.).

2. Saving for a rainy day: An expected third wave, emergence of new virus
variants and the likelihood of lockdowns/restrictions has led people to
prod defensively. They are postponing big spends to save for a rainy day.

3. Adoption of Digital: Digital as a content option was dominant amongst

the younger generation already, but the pandemic has democratized this
even further, with a massive number of people above the age of 35 years
consuming content on line on YouTube, social media and OTT platforms.
This trend goes beyond entertainment- Digital learning (fitness classes,
hobby classes, educational classes), digital payments and digital services
(on line doctor consultation, on line shopping) have all seen massive rise
in adoption across age bands.

4. An increased comfort with In-home self-grooming & DIV Homecare:

A lot of consumers have started self-grooming tasks at home like waxing,
haircut, facial, manicure, hair color, etc. In addition to that, the people in
the upper middle-class demographic have had to do household activities
like washing clothes, cooking, dishwashing, house cleaning, etc.
themselves for a substantial part of the last year and a half.

~ I ~~~

l...l~M.E.
SEASON
 THE DISRUPTION
ECON OM
5. Emergence of Mental Health as a Societal Challenge: Solitude and the
uncertainty of the times have certainly taken its toll on people's mental
health. More and more people seem to be finding themselves
unmotivated, languishing or at the precipice of depression.

6. Increased Family Time: Being at home together means families have

become very used to engaging in group activities, such as cooking
together, playing games, watching movies, etc., to make the best of
the situation.

While some trends will be more durable than others, each of them
provides a window of opportunity for brands to shift buying patterns
and increase their brand preference.

This LIME season, your task is to choose and leverage one (or two) of
the above consumer trends that could open opportunities for an HUL
brand. You can also use any other consumer trend that has been
triggered due to the Covid pandemic and leverage that.

The trends could be used to launch ideas of new communication

campaigns, new product/ service innovations, or even to inform a better
message or media strategy. You would then go about framing a
marketing plan.

~ I ~~~

l...l~M.E.
SEASON
THE DISRUPTION
ECON OM
HUL L.l.M.E. 13 is split into three stages:

STACE SUMMARY

Stage 1 You would be choosing one or more consumer trends

that can drive business growth.
Next you would start conceptualizing a marketing
campaign. You would identify the Target Audience
and the problem you are solving for them, the
Communication Challenge, Consumer Insight,
and the Campaign Idea.

Stage 2 You would be deep diving into the campaign and

submitting the final creatives, the media plan and a
budget estimation for one year.

Stage 3 You would be presenting a cohesive solution as a

business proposal to the management.

*Each round will be an elimination round and the details

of stage 2 and 3 will be shared subsequently.

~ I ~~~

l...l~M.E.
SEASON
STAO
a. What is the Desired Mindset that you'd like to instill in the minds
of the Target Audience?
b. What is the Desired Behavior that you'd like to instill in the lives
of the Target Audience?
c. State the Communication Challenge as "The singular most
important point that I want to convince my Target Audience of is ... "

Make sure your Communication Challenge is clear and singular.

Try to do too much and you'll be able to land nothing.

Task 5 (50 words): What is the most important consumer insight that
will be leveraged to make a powerful communication?

It is the Insight that will help you convince the consumer of the
communication challenge. Try to frame those existing beliefs of the
consumer in such a way that it creates a platform for your desired
mindset and behavior.

Task 6 (50 words): What is the campaign idea that you want to be
delivered through this communication?

Help us understand the communication in totality. Ensure that this

resolves the tension of your consumer and has the possibility to be
nurtured over yea rs.

Task 7 (100 words): List down ways in which you would amplify this
communication idea, including any partnerships or associations that
you would like to use

You could suggest anything that would help solve the problem and/or
help this idea to reach out to the target audience effectively.

~ I ~~~

l...l~M.E.
SEASON