The Marketing Objective
Hamam, the soap of choice in 8 out of 10 homes in Tamil Nadu, makes it the #1 brand in the market. Hamam has built an 80-year association with Mothers, the primary category shopper, on the promise of "Protection" against elements that impact one's health with its key ingredient Neem.
With new soap brands entering the market that deploy celebrity endorsed communication focused on beauty, the brand was struggling to remain contemporary and to connect with the young consumers. Beauty brands today contribute to 60% of the soaps category. This resulted in a steady erosion of market share and core brand metrics.
To stay relevant, Hamam wanted to add a contemporary dimension to its promise of protection against outside elements, at a time when consumers were focusing on beauty!