Clinic Plus: Turning a mobile from a wall to a bridge

This case study explains how Clinic Plus, the leading Indian shampoo brand, tapped into the emotional side of its family brand image to appeal to multiple generations of its female audience.

Clinic Plus: Turning a mobile from a wall to a bridge

Shweta Bhatnagar, Anaheeta Goenka and Manali Sanghvi

Campaign details

Brand owner: Hindustan Unilever LimitedLead agency: Lowe Lintas + PartnersBrand: Clinic PlusCountry: IndiaIndustry Hair careChannels used: Newspapers, Online video , Product placementMedia budget: 1 - 3 million

Executive summary

This case study describes how Clinic Plus shampoo encouraged Indian daughters to reconnect with the their mothers via mobile.

The mobile is a deceptive device: in keeping the world connected, it disconnects us with the ones that matter....

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