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Hamam
Hamam is one of the oldest soap brands in India. The brand was introduced in the year 1931 (Balakrishnan, 2017; HUL, n.d.), and it offered several natural ingredients much before the trend of ‘going back to nature’ was seen in the Indian context. The brand had several ingredients that included neem, turmeric and other herbs (HUL, n.d.). The brand was positioned as a family soap and there were several advertisements to this effect (see Hamam video reference).
In order to make the brand contemporary, the brand’s advertisements during the 1990s revolved around the mother–child relationship (Doordarshan National Blog, 2010). In the ads, the mother was eternally worried about her child contracting skin infections, and Hamam was positioned ...
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