This brand was launched in India in 1934. Hamam is for the ‘Aspiring’ or mid-segment. This HUL soap is positioned as ‘caring, protection-for-the-family’ or ‘complete natural family’ soap. While Liril tends to be ‘trendy’ Hamam is ‘Traditional’. The ads of this soap used to show traditional family members – mostly mother and child in a natural setting and used the emotional appeal of ‘Trust’ as the mother explained to the child as Hamam to be synonymous with trust.
Of late though the characters and settings remain almost same but the appeal shifts to ‘Roop’ or ‘Beauty’ from ‘Trust’. That is why one of the latest Hamam TV ad says: ‘Hamam, Tejaswi Roop’ i.e. ‘Hamam, Glowing Skin’.