Retail in Asia

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P&G, HUL ad war intensifies in Indian’s shampoo market

Arch rivals Hindustan Unilever (HUL) and Procter & Gamble India (P&G) are now turning their attention to the INR3,800-crore (INR38 billion, USD855.19 million) branded shampoos sector in India after waging an ad war in the detergents markets last year.

To rejuvenate its flagship shampoo brand Clear, HUL has re-launched the brand with a high-voltage advertising campaign. Clear’s new ad campaign takes a direct dig at other shampoos that fail to remove dandruff completely from hair. In addition, HUL is also running on ground promotions in malls and multiplexes in Mumbai by setting up kiosks where free scalp tests for dandruff are carried out.

On the other hand, P&G India is betting big on film stars to promote its brands Head&Shoulders and Pantene that are endorsed by Kareena Kapoor and Shilpa Shetty in competitive markets.