Brand: Clinic All Clear
Agency : Lowe
Baseline: No dandruff No hairfall
Indian Shampoo market is estimated to be worth Rs1200 crore and is hotting up like anything.
This market has long been HLL fort and with a market share of around 55-60%, HLL was the king. The major brands being Clinic Plus - Positioned as family health brand
Clinic All clear -positioned as anti-dandruff
Sunsilk-- positioned as conditioner shampoo.
With P&G getting aggressive in the Indian FMCG market which is estimated to be around Rs 50000 crore with aggressive product launches and price wars, we are now seeing marketing in practice.
Globally P&G has been the market leader in the haircare segment. In India it was not able to replicate its marketing success. Having a share of only 15-20 %, P&G is now concentrating on building the market share and HLL is feeling the heat.
Hll has been working on the best selling Clinic Plus brand with lot of noise in the media. From Shah Rukh to Shahid, the brand was promoted by film stars. Hll also gave a regional touch by roping in Madhavan for the south as its brand ambassador.
But in the Anti dandruff segment, P&G 's Head & Shoulders was the leader with a market share of 35-36% followed by the brands of HLL. HLL having sensed that more growth is in the Anti-dandruff market has launched Clinic All Clear with a variant "Hairfall Defense" with a new packaging and positioned on twin benefit of Less hairfall and no dandruff.
HLL also roped in Bipasha and John Abraham to endorse the brand with the communication executed with perfection by Lowe
The communication was followed with a 360 degree brand building exercise with presence in the Web, contest in association with Contests2win.com and events featuring brand ambassadors. Hll has also relaunched a beautiful site for the brand www.clinicallclear.com which was designed to catch the young with lot of games and forums.
HLL has put their marketing power behind the brand and expects it to deliver and I feel that it will.