Launched in 1947, this soap is also for the family and positioned as ‘natural skin care soap to give silky, glowing skin’. The positioning of the brand has not changed over the years. Leftside ad of Rexona soap (‘TNMG’ Print Ad of the day) is from 1980s. So, there is not much difference in current positioning of Hamam and Rexona soaps. That the Rexona soap contains the goodness of coconut is [...]

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 [...]

This soap is targeted at the women especially young women. The positioning of the brand is around the basic theme of ‘Freshness’. Liril was the courageous brand that first brought ‘sex appeal’ in the Indian advertisement arena. The vintage Liril ad shows semi-clad girls bathing in a water-fall and singing the famous jingle: ‘La lara la la…’. In early 2000s Liril launched different [...]

HUL Fact File Founded 1933 Vision “To earn the love and respect of India, by making real difference to every Indian.” Mission “Our mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.” Gross Turnover (2007-08) Rs. 14938 Crore Profit After Tax (2007-08) Rs. [...]

Water is a must for living. But even a decade back none really bothered much about it. India being a land of rivers water was never scarce. But as they say resources are always constrained. And, here comes a time when you need to pay for a basic entity of living called ‘water’. In last few years we have seen hordes of companies jumping the bandwagon of water business. Bottled water has [...]

Surf Excel is the HUL laundry brand for the ‘Affluent’ or premium-class. Earlier the focus of the brand was on functional attribute of whiteness as shown in this 1970s ad featuring Lalitaji as shown below. But over the year the focus of this range of detergent powder has changed to broader emotional positioning and now it claims to cater to ‘constantly changing washing needs of the Indian homemaker’. This [...]