Lessons in marketing excellence (L.I.M.E.) is the country’s biggest and most keenly contested B-school challenge which is televised on CNBC-TV18 in association with Hindustan Unilever Limited (HUL). HUL hosted the launch event for L.I.M.E. season 12 virtually and released the case study on August 28, 2020.This year, the competition is open to 1st year students pursuing any full-time MBA programme across all B-schools in India and 8 Ivy league institutes, making it the first season to go international. This season saw more than 21000 registrations.

Though there were many apprehensions about the virtual launch, the seamless organising of the event left everybody in awe. The website was built in such a way that it gave the experience of being present on the campus to every student. After entering the log-in details, a student was allowed into a hallway where various lobbies like social wall, Networking lounge and L.I.M.E. Alumni room were set-up. A stair-case led the way to the virtual auditorium where the student could witness the launch.

Hosted by Shibani Gharat of CNBC-TV18, the event started with her explaining the various stages in the competition this year. After announcing that there are prizes worth Rs. 16,00,000 to be won and that all team members who reach the semi-final stage will be individually shortlisted for a PPI interview with Unilever as part of the summer internship process, Shibani Gharat invited Ms. Shereen Bhan, Managing Editor, CNBC-TV18, for a conversation with Mr. Sanjeev Mehta, Chairman and MD, HUL on “Thriving in the new normal”. Mr. Sanjiv Mehta spoke about HUL’s strategy in dealing with the pandemic and what they are expecting from the young business minds of the nation through L.I.ME. Post the conversation, Dr Hemalatha R from ICMR in association with National Institute of Nutrition(NIN) was invited to enlighten the audience on the importance of nutrition & hygiene, especially during the times when the world is grappling with a pandemic.

The theme for this year’s case-study,” Nutrition & Hygiene” was launched by Mr. Pratik Ved, General Manager-oral care, who is also an alumnus of L.I.ME. Later, Mr. Sudhir Sitapathy, Executive Director, Foods & Refreshments, HUL, shared his views on “Marketing in the New Normal”. Next was a panel discussion on “workplace in the new normal” headed by Anuradha Razdan, Executive director, Human Resource, HUL. The event concluded with winners and finalists of previous seasons sharing their experiences and tips with the participants of the current season. 

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