Sebamed: The Talking Asterisk

Manisha Sain, Ramanathan Venkataramani, Bushra Halim

Anti-hairloss shampoo brand Sebamed took a principled stance to responsibly promote its product amidst a hyperbole-filled category in India.

Campaign details

Brand: Sebamed Brand owner: USV Entrant company: The WombIdea creation: The Womb Mumbai Market: India Sector: Hair care Media channels: Print - general, Social media, Outdoor, Out-of-home Budget: 500k - 1 million

Executive summary

What do you do when category leaders promise reversal of hair fall in 14 days and seven days? Especially if your brand is 10x more expensive?

Five days? Or three days?

This is a case of a challenger brand’s bold under-promise to build credibility. An under-promise built on...

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