HUL blocked the entire Star Network on Sept 17, 2009 as a part of its roadblock campaign for HUL products. The HUL brands that were featured throughout the day were Lifebuoy followed by Dove, Ponds and Fair & Lovely.

Srikanth Srinivasamadhavan, general manager, media services, Hindustan Unilever Ltd, says, “Through this roadblock, we will reach more than 100 million viewers in India at the same time throughout the day. We hope to bring stronger engagement with consumers through this innovation.”

“The first time this was done as a network roadblock was in 2007, when Hutch changed to Vodafone. We are confident that this roadblock with HUL brands, primarily Lifebuoy, will create as huge an impression in the minds of the customers as it did for Vodafone,” said Mr Kevin Vaz, EVP – Advertising and Sales, STAR India.

Kevin Vaz, executive vice-president, advertising and sales, STAR India, says, “We are confident that this roadblock with HUL brands, primarily Lifebuoy, will create as huge an impression in the minds of the customers as it did for Vodafone, cutting across C&S households and delivering high reach.”

The Star Network comprises of STAR Plus, STAR One, STAR Gold, STAR Utsav, STAR Movies, STAR World, Channel [v], STAR Jalsha, STAR Pravah and STAR Vijay. All these channels cater to different audience and with such a strategy HUL surely intends to capture them more than ever.