Hindustan Unilever (HUL) is leveraging artificial intelligence (AI) to transform its marketing and media strategies through ‘Sangam,’ an AI-powered platform aimed at streamlining media planning and buying processes.
Speaking at Ad:Tech Delhi, Tejas Apte, Head of Media and Digital Marketing at HUL, explained how Sangam plays a crucial role in addressing the complexities of India’s diverse market. With over 50 brands in its portfolio, HUL has significantly reduced its media planning turnaround time from 25 days to just five by incorporating AI-driven automation.
Sangam has also influenced HUL’s evolving media investment strategy. According to Apte, the platform has facilitated a shift in ad spending, with TV investments decreasing from 60% to 39%, while digital video grew from 20% to 29%, social media from 12% to 15%, and OTT from 8% to 17%. At present, digital channels account for 45% of HUL’s total advertising expenditure.
The platform not only streamlines media buying but also integrates creative and media functions, ensuring a more data-driven and cohesive approach. Apte cited the example of TRESemmé’s AI-powered virtual hair styling assistant, TY, which combines AI, real-time 3D rendering, and conversational AI to offer users personalized hair care recommendations.
In addition to enhancing media efficiency, Sangam has played a vital role in HUL’s influencer marketing strategy. The company has been engaging with micro-influencers—those with over 8,000 followers—across various product categories. AI-driven tools within Sangam assist in influencer selection and media allocation, contributing to a reported 2.5X increase in digital media contributions over the last two years.
While AI continues to reshape HUL’s media planning and execution, Apte emphasized that creative agencies remain essential in defining brand communication. “The creative agency’s job of defining the communication cannot be taken up by anyone,” he said.
Beyond marketing, HUL is also advancing its digital and retail initiatives. Platforms such as HUL Kirana and the Shikhar app are aimed at modernizing distribution and retail networks. HUL Kirana helps small store owners optimize operations through digital solutions, while the Shikhar app streamlines B2B e-commerce by allowing retailers to place orders directly with the company.
As AI-driven decision-making continues to gain momentum, Sangam stands at the center of HUL’s efforts to enhance marketing effectiveness, media efficiency, and consumer engagement in an evolving digital landscape.
