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IIM Indore team comprising of Aishwarya Saraswat (PGP 2016-18), Divyansh Sahu (IPM 2013-18) and Nehal Bhatia (PGP 2016-18) went through an exhilarating experience to finally emerge as the winners of HUL LIME Season 9. The final rounds were conducted in Delhi on January 12, 2018. They will now be representing India in the international round soon.
LIME (Lessons in Marketing Excellence) is one of the country’s most popular B-School competitions and is conducted by HUL in association with CNBC TV 18. The competition gives students a chance to work on real life business challenges.
HUL LIME season 9 invited participants from 18 different B-Schools. The competition started with a campus round for the participants where the challenge for the team was to come up with a strategy to use the Taj Mahal Tea house in Mumbai as a marketing asset for Taj Mahal Tea and to leverage it as an independent revenue source.
Having won the campus round, IIM Indore’s team proceeded to the semi-final round conducted in Mumbai, where they were required to build a brand experience for Ford, on the theme ‘Ford, feels like family for a change’. The team impressed the judges to become one of the top 4 teams to make it to the national round.
The topic for the national round for this year was ‘Making sustainable living commonplace’. The team was required to suggest innovative ways to drive behaviour change among the masses. By putting themselves in the shoes of the common man, the team tried to identify what barriers people face when changing behaviours, what triggers them to do so and what motivates them to sustain the momentum. The USP for the team was that their campaign ‘Little Steps’- which spoke of taking only 3 little steps by devoting 10 minutes of one’s day for the environment. The team suggested using middle school children to deliver this pitch to mothers who are more willing to make a difference for their children’s future. The won Rs. 10 Lakh as prize money.
LIME proved to be an enriching experience for the team, where they not only got the opportunity to apply their theoretical concepts to 3 very diverse case studies; but also pitch their ideas to some of the leading stalwarts from the industry. IIM Indore congratulates the team for its achievement.