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
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
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
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
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.
• 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
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
• Free consultation on skin
• Online petitions to the
government and companies to
regulate the use of chemicals in
skin care products.
• Channels : „Safety over beauty‟
om) , Facebook and Twitter.
• Free sampling of Hamam
• Database creation
• Apps of the game can be
• 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.
TelevisionAdd-ons at the event
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.
• Product perceived/looked upon as natural cleanser rather than a regular
• 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.
Channels No of ads
Top 5 GECs
(Colours, Star, Sony, Zee)
20 ads per day
(At prime time slots and
afternoon 2-4pm slots)
Newspapers( 100 cc ads in Times
Of India, Indian Express, Hindustan
Times and 2 local newspapers
Weekends for 2 months
Fortnightly full page ads 2
Media Mix of the campaign
Launch City: Mumbai