Sebamed shook the personal care market by challenging HUL's soap brands (Lux, Pears, Dove) with an ad exposing their high pH levels-comparing them to dish soap. The legal battle ended in Sebamed's favor, but the soap war wasn't over.

 

Our Approach & Execution
On January 20, 2021, Briton Pharmaceuticals' baby soap Neobar took a bold stand with #NOpHightingPlease, urging brands to focus beyond pH. Then came the masterstroke-a cheeky spoof of Sebamed's ad featuring kids instead of actresses. The tagline?  "Isliye nahati hui auntiyon ki nahi, expert doctors ki suno."

 

The ad humorously highlighted that a wholesome soap matters more than just pH-stressing ingredients like shea butter, milk protein, and almond oil.