One of India’s top-spending advertisers, Hindustan Unilever (HUL) has set up a digital media lab in Mumbai, a move that highlights the company’s increasing focus on digital media marketing.

According to a report in The Economic Times, the new digital media lab will not be responsible for training the company’s managers on digital media but will also certify all of its digital media initiatives before they go into the public realm. The lab will be located at the company’s headquarters in Andheri, Mumbai.

With the setting of this lab, HUL will strive to ensure that its digital marketing campaigns are compatible with a range of devices, including tablets and mobile phones.

HUL’s initiative could spur other major consumer product companies to focus a lot more on digital marketing and advertising, which has reportedly been growing at a significantly faster clip than traditional forms of advertising such as television and print.

News courtesy: The Economic Times