Along with its brand identity makeover, the Rs 6,200-crore Godrej group is planning to increase its ad budget 30 per cent this quarter. As for Hindustan Lever Ltd (HLL)’s strategy, D Sundaram, director-finance, said, “To boost sales, we will continue to invest in advertising & promotions (A&P). Advertising will continue to be the larger chunk of our A&P spend.” HLL’s ad spend stood at Rs 1,005.67 crore in 2005 compared with Rs 835.98 crore in 2004.

On Dabur India’s advertising plans, Amit Burman, chief executive officer, Dabur Foods, said the company was increasing its ad spend by 15 per cent to popularise its brands in this financial year. “We will be spending an equal amount on mass media ads as well as below-the-line advertising for Dabur Foods,” he added.

Industry analysts pointed out that FMCG majors were increasingly opting for high-profile and power-packed ad campaigns featuring celebrities to lure new consumers.