The Himalaya Drug Company has launched new campaigns for two of its key categories—oral care and face cleansing. With its problem-solution positioning, the brand is attempting to make its communication more relevant by appealing to the teenagers and college goers. In an exclusive interaction with exchange4media, Rajesh Krishnamurthy – Business Head, Consumer Product Division, shared the brand’s positioning and targets for the year. Excerpts:
What are the insights behind the two new campaigns?
Being market leaders, we plan to increase penetration and drive category growth which is pegged at Rs 1550 crore and growing at 15 per cent. Having said that, providing ‘Pimple Free Healthy Skin’ to teenagers has always been the endeavour of ours and pimple is a growing concern amongst them. With our new commercial we want to make Himalaya Purifying Neem Face Wash the go-to solution for teenager’s face care concern and build brand synergy with them. We feel the commercial will connect with the teenagers and enable them to have Pimple free Healthy Skin.
As a brand, we have been investing more and more in understanding our consumer’s psychographics to create campaigns that are clutter breaking, appeal to the youth and highlight our USP of problem-solution. No-chemical bleach in our whitening toothpaste is unique and addresses the concerns of sensitivity and abrasion. The earlier set of four TVCs we had created last year had spelt success for the brand and we wanted to build on the same platform of social embarrassment and take the execution to the next level. We plan to build a mark in the whitening segment which is pegged at Rs 138 crore and is growing at 43 per cent.
Is this a repositioning exercise or extension on your current positioning?
The campaign builds on our existing positioning of a problem-solution brand, layered with a strong emotional element, based on consumer insights. Extensive market research guides us in understanding our consumers and their needs and crafting our communication.
With our two new commercials – Sparkling White and Purifying Neem Face Wash - we have married consumer insights with the core problem solution proposition of the brand. The Purifying Neem Face Wash commercial captures a young girl’s reaction to her ‘first pimple’ – which causes a great deal of anxiety. With Sparkling White Toothpaste we’ve shown how yellow teeth can lead to social embarrassment.
What are this year's growth targets?
Our personal care division has been growing at 30 per cent YOY; our efforts would be to sustain similar growth this year. Three key categories that will help us drive growth along with the rest of the portfolio are Face Care, Oral Care and Hair Care. In the face care segment, we plan to increase penetration by launching sachets. For oral care, we will invest in television and digital to create awareness, and for hair care, which is a cluttered category, we will focus on building credibility through commercials, experiential marketing, as well as digital campaigns.
Are there any new areas in your domain that you are planning to enter?
Last year, we entered the men’s grooming segment with the launch of two face washes. We may look at new products within this segment sometime later this year. But for now, we have our hands full with our already vast personal care range, and the main focus would be to grow and consolidate our existing ‘star’ brands.
What are your diversification plans?
As mentioned, we have recently entered the men’s segment, so our plan would be to strengthen the category this year. Additionally, we would make our entry into premium creams by launching a range of products to address specific skincare problems.