Toiletries-to-food giant Hindustan Unilever BSE 0.39 % (HUL) is partnering over a dozen content creators — from Star Network and Yash Raj Films to Facebook and Google — to produce content across channels where HUL brands can participate, perhaps subtly, as part of the conversation. Last Friday, the maker of Dove and Rin invited 13 producers including broadcasters, radio channels, film producers and top-notch digital companies to its campus to ideate how they can seamlessly weave HUL brands in their content, messages and shows, instead of just product placement and brand plugs. 

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