Launched in 1888, Sunlight is Unilever’s oldest brand in India. Initially Sunlight became popular as a laundry cake. But with changing consumer preference – powder detergent became more popular. As a result over the years the importance shifted to other HUL detergent brands like Surf, Rin and Wheel and Sunlight received a step motherly treatment. When HUL faced the competition from Nirma – [...]

Dove is the HUL soap brand for the ‘Affluent’ or the premium segment. Though internationally it was launched in 1957 – it was available in India for the first time in 1995. Dove stresses on the point that: ‘beauty is not simply about how you look, it is about how you feel’. Technically Dove is pH neutral whereas other soaps are alkaline and hence Dove is mild on skin. From the beginning of [...]

Classmate This brand caters to stationery products, an industry that ITC entered in the year 2002. It offers products like notebooks, long books, drawing books etc. The target segment for ‘Classmate’ is the ‘school goers’. Recently the brand extended to launch a new range ‘Classmate Fun N Learn’ which targets the children segment. Recently under the classmate brand ITC has launched branded [...]

Launched in 1902 Pears is positioned as a ‘pure & gentle’ soap which is good for the skin. Please find below some vintage international pears ads. These indicate the targeting of the brand to be children as well which goes rightly with its mild image. But contrasted to this in India the targeting of the soap was and is mainly limited to women especially middle aged mothers. Consequently in [...]

It is the HUL laundry brand for the ‘Aspiring’ or mid-segment. It was launched in India in 1969. This range provides the benefit of ‘dazzling white cloth’ and ‘at affordable price’. This theme has been propagated through ADs showing self-confident people wearing spotless clean clothes. Recently Rin was also engaged in event sponsorship in the form of sponsoring Kid Reality Show ‘Rin Mera [...]

Wheel is the HUL detergent brand for the ‘Striving’ segment. It was launched in 1987 to cater to the mass market. Whether Wheel was the result of a reactive strategy from HUL to combat the onslaught of Nirma is a debatable issue. Over the years Wheel has becomes India’s most widely used detergent. Wheel provides the benefit of ‘heavy-duty laundry’. The color of the brand is greenish yellow [...]