Mumbai: India’s largest consumer products company, Hindustan Unilever Ltd, or HUL, will launch a day-long advertising campaign worth up to Rs10 crore, and spanning 1,800 minutes across 10 channels on the Star Network on 17 September, said an executive at the channel as well as an official at a media buying firm.

Publicity blitz: HUL products in a store. The firm will repeat the day-long campaign on Zee channels on 24 September. Prashanth Vishwanathan / Bloomberg

The campaign will block all other advertising on the channel, an exercise that will be repeated on 24 September on the Zee Network. The Zee campaign, whose duration could not be immediately confirmed, will cost Rs8-9 crore, said an official at the channel on condition of anonymity.

The ad campaigns for Star India channels will run on Star Plus, Star One, Star Gold, Star Utsav, Star Movies, Star World, Channel V, Star Jalsha, Star Pravah and Star Vijay.

The campaign will promote HUL products such as Lifebuoy, Dove and Ponds, among others. “Advertising for Lifebuoy is likely to take up a chunk of this time, approximately 60%," said Kevin Vaz, executive vice-president (sales and marketing), Star India.

This is the second time Star India has offered up its network to a single advertiser; the first time was when brand Hutch became Vodafone.

“We are pleased to be a part of an idea that will exclusively reach us to more than 100 million viewers in India at the same time throughout the day. It is innovative and is expected to bring stronger engagement with consumers," said Srikanth Srinivasamadhavan, general manager (media services), HUL.

HUL will repeat the exercise on the Zee Network, according to media buying houses which received a letter from the channel, expressing its inability to accept any other advertisements on that day. “This will be done from morning 6am to 12 midnight, we will only be running ads for HUL brands across all 25 channels on the Zee network," said Joy Chakraborthy, chief revenue officer, Zee Entertainment Enterprises Ltd.

(Priyanka Mehra contributed to this story.)