Clinic Plus: Acts of inspiration

Anjali Krishnan

This case study describes how Clinic Plus, Unilever's flagship Indian shampoo brand, made a sustainability strategy based on encouraging mothers to keep their daughters in education as long as possible.

Clinic Plus: Acts of inspiration

Anjali Krishnan

Campaign details

Brand owner: Hindustan Unilever Ltd (HUL)Leading agency: MindshareBudget: 3 – 5 millionCountry: IndiaIndustry: Hair careMedia: Games and competitions; Newspapers; Radio; Television

Market background and cultural context

In India, the shampoo category is close to US$1 billion in value, growing at a CAGR of 12%. The three giants in the category are Unilever, Procter & Gamble & L'Oréal, where Unilever is close to half the category size.

India is also a unique market, where premium global brands co-exist with strong local...

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