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1.33 

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HAMAM AD- A SHODDY,DISGRACEFUL & POOR AD
Sep 22, 2004 04:47 PM 18781 Views
(Updated Sep 22, 2004 05:04 PM)

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HAMAM SOAP has been in India for a long time. Its infact very popular in south esp. Tamil Nadu.


Hamam is a herbal skin care soap enriched with Tulsi, Neem & other natural ingredients.


We are very familiar with the usual Hamam soap ads that are aired on many T.V. channels. Normally mother and son are shown in this commercial with Hamam soap acting as chief protecting agent for our skin.


Now, in press release HLL's Category Head, Personal Wash, Mr. Mukul Deoras has stated the campaign would take forward its proposition of Hamam being ;caring, protection-for-the-family soap. Ad agency Bates India has produced the recent commercial.


Now for the ad: I was shocked with the new revamped advertisement. This ad is been telecast in several Tamil Channels, as HLL is proud of Hamam's strong presence in Tamil Nadu having a share of 25% in T.N.market.


This ad is barely for few seconds. It shows a mother (dressed up like a typical house-wife ---again a stereotype) asking her young 7-8 year old daughter to buy soap from the market. Before mother can complete her sentence, the girl rushes on her bi-cycle to fetch it. Now the PLOT is here. Mother is anxious, worried, her brows narrow, she is tensed, panics and rushes to follow her daughter.


WHAT DO U EXPECT HERE????? One would think of the girl;s safety as she goes alone. BUT WAIT;.. HERE MOTHER HAS ALL BIZARRE THOUGHTS.


Mother wonders, Oh! God, my daughter has gone alone. I wonder which soap she will buy. What if she buys other soap (not hamam), she will have all SKIN PROBLEM, WILL GET ACNE, RASHES & at at last;WHO WILL MARRY MY DAUGHTER??????????


Frantically she goes to the shop, but the shopkeeper says that the little girl has gone back. Mother rushes back again in tensed mood and finally spots her darling taking bath with HAMAM.


How would you rate this ad?? I find it very disturbing. Yes, Hamam is no doubt a good soap but the catch is if you don't use it, you probably will remain unmarried.


Is Marriage :A BE ALL & END ALL of a girl's life???? How can HLL preach this in 21st century? Today women are educated, financially independent and are able to stand on their own and have multi-tasking roles of Wife, Mother, Sister, and Grandmother apart from the jobs they handle. I m sure even our maids do want their daughters to evolve is every possible way & HLL too has many women executives handling various departments.


No doubt marriage is an integral part of every one's life, but certainly not end of the road for the woman. I';s just a phase and we move on. I have witnessed several weddings where the bride had acne over her face. If this is true, then this ad is a complete washout.


The premise: Caring, Protection for the family soap is not justified by this ad. I m sure Dettol soap carries better ad than this.


I wish Mr. Deora and his team sincerely change this ad and show WHAT TODAY'S WOMAN IS ALL ABOUT!!!!


I DONT RECOMMEND THIS AD AT ALL.


Comments awaited.


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