mumbai, Aug. 15 -- Hindustan Unilever Ltd, Marico Ltd, Godrej Consumer Products Ltd, and other consumer goods companies are allocating 30-50% of their media budgets for online advertising, in a shift away from traditional media such as television. For Dabur India Ltd, digital is now a core pillar of its media strategy, accounting for over 30% of its advertising spending, up from about 10% in 2020-21. In FY25, the consumer goods company spent Rs.864.6 crore, or 6.9% of its Rs.12,563 crore consolidated revenue from operations, on advertising and publicity. "Digital offers us sharper targeting, real-time measurement, and seamless integration with e-commerce and quick-commerce, enabling a direct impact on sales," said Rajiv Dubey, head of media at Dabur India....