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LIME 17: HUL Rewrites Marketing's Future
31 Mar
Summary
- LIME competition focused on Orange Economy skills for youth.
- HUL CEO emphasized India's growth and brand relevance.
- Winners earned cash prizes for innovative marketing solutions.
HUL's LIME competition, a 17-year staple in Indian business schools, has evolved to address the dynamic Orange Economy. This year's challenge tasked participants with developing scalable, marketing-driven models to upskill India's youth for sustainable livelihoods in creative industries. The focus shifted from traditional brand problems to fostering economic growth and social relevance.
At the finale, HUL CEO Priya Nair discussed the integral link between Hindustan Unilever's future and India's economic trajectory. She emphasized the importance of consumer obsession and adapting brands like Vaseline to meet evolving needs, drawing parallels between traditional word-of-mouth and today's creator economy for authentic brand communication.
The jury, comprising industry leaders in brand management, content creation, and culture, assessed innovative solutions. Team Hulk from IIM Indore secured the ₹10,00,000 prize, recognized for strategic clarity and execution depth.
This iteration of LIME underscores marketing's expanded role in creating economic and cultural value, preparing the next generation of marketers for a complex, impact-driven landscape.
