Team : Thinking Hats

Run-Down Of Brief

Hamam is 70-year-old brand with 25% market share in Tamil Nadu and having an all India share of about 6%. As Hamam is popular majorly only in

South India, Hamam needs to extend it‟s presence to other parts of the country. Needs a complete transformation in terms of positioning and branding and ultimately drive sales and expand the

consumer user base. Target Market: Middle and upper middle class families in urban and semi-urban cities, who are exposed to and use various skin care products . Target group(TG): Women hailing from

SEC A1, A2, B1 families Age group of TG: 14-30 years

Advertisements in the state of Tamil Nadu, positioned Hamam as a honest, trust-worthy, medicinal , traditional soap targeting the entire family.

Promotion through organizing games such as `wheel of fortune‟, puzzles etc and prize distributions in cities. Hamam Griha Pravesham Promotion: Offering its customers a chance to

win houses and consumer durables as prizes under a scheme. Re-launch of Hamam in 2004, based on the idea of fulfilling all skin needs was accompanied with promotions through ads. The punch-lines used

for Tamil ads were „With Hamam-No Tension‟

Campaigns So Far

A new tagline “Revolutionizing Skin Care” would be introduced through a campaign called “Safety over beauty”. The campaign, carried in appropriate media vehicles, would be a

revolution against the side-effects of skin care products with toxic chemicals

Educate

Conceptualization

Communicate the importance of taking care of your skin and that protecting it from harmful

chemicals is of paramount importance.

Prompt the target group to think about the long-term consequences and harmful effects

that the prolonged use of skin-care and beautifying products have on their skin.

Would position „Hamam‟ as a natural

cleanser made of herbal products that would detoxify the harmful effects caused

due to the exposure to harmful chemicals.

Persuade

Position

Research Insights

• More than 1 in 5 personal

care products contain chemicals linked to cancer

• 80 percent contain ingredients that commonly contain hazardous impurities

• 56 percent contain penetration enhancers that

help deliver ingredients deeper into the skin.

Since the TG is young and tech-savvy, the message of “Safety over beauty” and the significance of herbs in skin care would be communicated through an activation plan

involving a fun, digital game.

Objective: The promoters at the event, through the game, would educate the audience about the effects of chemicals and herbal elements which help in detoxifying the

effects. This fast-paced game would have a central character, fighting the „chemicals‟ by using

„herbal tools‟. People would be invited to play this game on a huge screen set up in a mall

Footfalls can be increased by creating a buzz, an atmosphere of competitive, fun gaming and by offering special prizes .

Implementation of the campaign

Online fight for “Safety over beauty” • Where we invite people to share

their stories

• Free consultation on skin problems

• Online petitions to the government and companies to regulate the use of chemicals in skin care products.

• Channels : „Safety over beauty‟

website(www.safetyoverbeauty.com) , Facebook and Twitter.

Social Media

• Free sampling of Hamam

• Database creation • Apps of the game can be

developed • Online buzz

Radius Of The Campaign

A video of the activation would be filmed with testimonials of people about the game, product and the message, which can be later used for producing a TVC and can be circulated online.

Television Add-ons at the event

Outdoor Ads To take the campaign of „Safety Over Beauty‟ to new heights, an ad

displayed on standees would be put up in multiplexes, super-markets and malls. The ad would use Lenticular technology ( a method used to produce printed images with an illusion of depth or the ability to change the image

when it is viewed from different angles) to create awareness about the adverse effects of chemicals caused due to some skin products. In the ad, the face of the model would appear clear from some angles and would appear to have blemishes when viewed from some other angles.

As the viewer moves from one position to

another, the angle of his sight changes

and the image appears to change.

Impact

• Product perceived/looked upon as natural cleanser rather than a regular soap

• Help enhance the brand perception from being a, „cheap, traditional soap‟ to being an „effective herbal protection against skin damage‟ which contains unique ingredients

• Help capture market share in related soap category • Would generate awareness among those who might not have come in

contact with the brand earlier and help recall more strongly, to those who had experienced the brand earlier

• The campaign would be successful only if the need and urgency to

keep your skin safe from chemicals is communicated effectively.

• The challenge would be to wipe out the initial age-old image of Hamam as a conventional soap.

Feasibility

Channels

No of ads

Top 5 GECs (Colours, Star, Sony, Zee)

20 ads per day (At prime time slots and afternoon 2-4pm slots)

Medium

Duration

Newspapers( 100 cc ads in Times Of India, Indian Express, Hindustan Times and 2 local newspapers

Weekends for 2 months

Magazines(Women‟s Era) Fortnightly full page ads 2 months

Television

Print

Media Mix of the campaign

Television: Rs

4,00,00,000/

approximately

Online

Campaigns:

Rs 2,00,000

Print ads:

50,00,000/-

Game and

Activation:

10,00,000

Outdoor

Activation:

3,00,000

Estimated Commercials

Launch City: Mumbai

Thank You!