The stuff of soap opera

So soaps are born, soaps die and soaps even get married. After over a decade of being in the thick of such action(!), some of it – most of it – does not make sense to me. Rexona is now Hamam. Why? Granted, Hamam is one of the largest (or still the largest?) selling soap brand in India, but Rexona was no small brand, especially in the South – so I wonder about this “merger”. And this after a price slash a few months earlier in both brands. And earlier, Moti soap being eased off the market – is there just no market for the classic sandal variant?

And on the other hand, the barrage of new soaps from ITC – Fiama Di Wills came first a few months ago, soon followed by Vivel Di Wills. And I recently also saw a Superia on television, and I am told there is also a Vivel without the Di Wills. Why? I wondered about the point (some would say, the ‘strategy’ -but me, I am just a jaded market researcher) behind all this. Turns out, there is a point – as this interview made all clear.

On the name Fiama Di Wills – The name has been created fundamentally looking at the aspect of soft feminity and a feeling of joy, comfort and beauty. Er, yes. And what about the name Vivel then, with or without the Di Wills?

I have looking at the advertising for the different ITC soaps – and try as I may, I cannot understand how the brands are different. Fiama Di Wills was launched with Deepika Padukone as the face, while Kareena Kapoor represents Vivel (plain vanilla or Di Wills, I am not sure now) – so how are the two celebrities different enough to represent different values, benefits, whatever?

More from the interview, Fiama is the value proposition which is designed on gentle and effective care, with the benefit of nature and science. The brand Vivel Di Wills is based on certain understanding and provision of an emotional benefit of a confident young women.

I have no doubts that this entire process has been carefully thought through by ITC, but I am no so certain if this differentiated positioning with respect to benefits is getting communicated at all – consumers are most likely to pick up the new soaps based on price, and where does that leave all the positioning strategy? Or is the plan just to be present in every possible segment within soaps, which given the muscle of ITC is very possible.

Somewhat like the limited edition variants that Lux throws out into the market, every few months, just to keep the excitement alive. And speaking of Lux, I wonder which ‘filmi sitarey‘ will now appear for Lux, what with the ITC soaps signing up the hottest ones?