Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Clinic Plus

Clinic was a shampoo launched in the year 1972 (Balakrishnan, 2012). The brand came in a blue-coloured bottle and it had a ‘medical plus-sign’ on the label to denote the medicinal properties of the shampoo. The brand attempted to educate consumers about the usage of shampoo, even though, during the 1970s, shampoo was affordable only to the upper middle-class strata of society.

Hair has played a very vital role in the beauty of women, especially in the Indian context. It has always been one of the focal aspects of personal grooming, which, as a socialization process for women, is usually initiated by the mother. In 1988, Clinic Plus was launched (Business Standard, 2004). Clinic Plus initiated the use of the strong image of a mother ...