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

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Dove

Dove soap entered the Indian context in 1997. There had been a number of successful brands of soap in the Indian context such as Cinthol, Lifebuoy, Liril and a few other brands (for more details, see the chapters covering these brands). There were also ethnic brands like Mysore Sandalwood that had a following from a certain cross section of consumers. Dove’s initial campaign in India consisted of a proposition which mentioned that, within a certain period of time, the consumer would be able to notice a change in her complexion. There was also a very small price discount offered.

After a few years, Dove came out with a campaign that emphasized the functional utility of the brand. The proposition was that Dove, which was in competition ...