Sebamed: How India's bully got bullied

Sebamed, a medicinal skin care brand, launched a campaign in India to challenge leading brands and promote the low pH level of its products.

Campaign details

Brand: SebamedBrand owner: USV Pvt. Ltd.Agency: The Womb Communications LLPMarket: IndiaSector: Bath toiletries, soapsMedia channels: Television, Websites & micrositesBudget: 10 - 20 million

Executive summary

Sebamed's launch into bathing bars proves that even the most mature category can be disrupted by an underdog, and that positioning and branding are two powerful commercial weapons.

Read on to enjoy a story about consumerisation, in which a small brand like Sebamed challenged the Big Four legacy giants in a way that had never been done before in Indian...

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