Sar Pe Haath
Clear
Challenge:
How to appropriate the claim of ‘Dandruff won’t come back’ in a category where claims are dime a dozen.
Solution:
Use the consumer belief that ‘Dandruff will come back’ irrespective of whatever they do. Challenge conviction in their current shampoo brand (Head and Shoulders). Sar Pe Haath.
Results:
The brand has not just arrested decline but also has been put on a growth track.
In a category dominated by sachets, CLEAR’s bottle users go up signifying higher level of commitment in the brand.
The advertising is no longer being misattributed to that of competition (Head and Shoulders) due to the creative device of ‘Sar Pe Haath’ which brings immediate resonance with CLEAR.
