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Marketing has undergone a dynamic and disruptive evolution since it was first introduced in the mid-1950s. Recognizing the need to harness the potential of young people pursuing this challenging academic stream, 15 years ago, Hindustan Unilever Limited (HUL) collaborated with his CNBC-TV18 to develop the next generation of marketing. We’ve built a platform to help you develop geniuses – Lessons in Marketing Excellence (Lime).
The platform has emerged as a beacon for aspiring marketers, offering real-world challenges and a stage to showcase their talents. What started as a modest initiative has now evolved into one of the most prestigious competitions in India, attracting top B-schools from across the country.
LIME is a testament to the power of collaboration between academia and industry and HUL’s commitment to developing tomorrow’s leaders. Every year, India’s top B-schools engage in a battle of wits, creativity and strategy while tackling real-life marketing challenges. These assignments are not just hypothetical scenarios, but reflect the complexity of a dynamic business environment and provide students with a platform to apply theoretical knowledge to real-world situations.
What sets LIME apart is our unwavering commitment to tackling themes of national importance, including: Make in India campaign, marketing for Election Commission,
Thriving in the new normal, use of plastic It will inspire participants to work on innovative solutions to relevant topics that impact our country. Staying true to its purpose, this year LIME delved into the realm of digital commerce and focused on: Democratizing digital commerce in India through Open Network of Digital Commerce (ONDC).
The HUL leadership team along with the CNBC-TV18 team is fully committed to this unique initiative. Leading this effort at the forefront is Mr. Rohit Jawa, President of Unilever South Asia and his CEO and MD of HUL. Regarding the partnership between LIME and Finale his presentation, he said: “As we celebrate 15 years of LIME, we take great pride in building a platform that gives voice to the youth of the country and India’s budding marketers.
This is India’s moment and as India’s leading FMCG company, HUL has the opportunity and responsibility to shape it well through pioneering initiatives like LIME. What we witnessed in the Season 15 finale was an amazing showcase of perspectives and creative strategies for solving real business challenges. They truly understand the omnichannel landscape and the untapped potential of over 1 million small retailers, and their passion was contagious. ”
Anuradha Razdan, Executive Director, Human Resources, Unilever and Chief Executive, Hindustan Unilever, a strong advocate of upskilling the country’s youth, supported Java’s views and said: Building a career at HUL and leading our iconic brands and categories is a testament to the heritage we have fostered. LIME is a great example of industry-academia collaboration and we will continue to invest in India’s future by shining a spotlight on India’s youth. ”
The finale of LIME Season 15 features an insightful conversation between Rohit Jawa and CNBC-TV18’s Editor-in-Chief Shereen Bhan, in which Rohit shares how HUL will complement its marketing strategy towards digital adoption. We also delved into how cutting-edge technology is used in
After this discussion, the spotlight shifted to LIME presentations by the four teams of finalists, who showcased their intelligence and marketing acumen to a distinguished industry panel.
This year’s finalists were judged by none other than the brain behind India’s digital commerce company, ONDC CEO T. Koshy. Among the esteemed jurors were heavyweights like Hepzibah Pathak, executive chairman of Ogilvy and Mother India. Mr. Kedar Lele, HUL Sales & CD Executive His Director. Anchit Nayar, CEO, Nykaa Beauty E-Commerce. Mr. Srinandan Sundaram, Executive Director, Nutrition & Ice Cream, HUL. Rajdeepak Das is Chief Creative Officer of Publicis Groupe South Asia and Chairman of Leo Burnett South Asia.
Shedding light on ONDC and the various possibilities it offers, Mr. Koshy commented: These are the building blocks of commerce that are potential vehicles for innovation. Today, if someone has an innovative idea to create a catalog, they need to sell that idea to an existing platform. On the other hand, in ONDC, even though he exists, he can succeed or fail depending on his abilities, which could be a very interesting possibility. In other words, power is shifting from a limited number of intermediaries to brands and ultimately to users. And I believe this will unlock innovation and expertise that no one else has thought of. ”
In the face of tough competition and rigorous evaluation, IIM Kolkata’s Team Lime Light emerged as the champions of LIME Season 15. The champion of LIME Grand Finale Season XV didn’t just win a cash prize of Rs 1 million. 1,000,000, he also won the honor of representing India in the Future Leaders League 2024. Additionally, the winning team will be privileged to participate in HUL’s prestigious Unilever Leaders Internship Programme, which will provide them with opportunities to: Build your marketing career with India’s No. 1 FMCG brand.
Basking in the glory of the victory, Neha Doshi of IIM Kolkata quipped: LIME has a longstanding and unwavering focus on themes relevant to India’s dynamic business environment, fostering critical thinking and adaptability. ”
Runner-up Saumil Agarwal from XLRI said: “Participating in HUL LIME was a transformative experience for me. The assignment provided an exhilarating platform to apply theoretical knowledge to real-life marketing scenarios and enabled a dynamic learning environment. This intense competition, which aired on CNBC-TV18, not only honed our problem-solving skills but also showcased our abilities to a national audience, making it a uniquely enriching experience. Ta.”
The evening concluded with a toast to the spirit of innovation, creativity, and resilience that defines the essence of marketing. LIME continues to be a beacon of excellence, shaping tomorrow’s marketers as they navigate an ever-changing business environment.
Watch highlights of these insightful proceedings exclusively on CNBC-TV18.
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