K.K Soap

Imagine you were introduce a soap against the mighty FMCG companies like P&G and HLL.How would you invade the consumer mindspace.

Lifebouy:Germ Killer
Lux: Beauty Soap
K.K: ?

We had this discussion in one of our G.K lectures at PT,some of the taglines that I remember from cornucopia of ideas that came out are...

K.K: A Soap which serves as mosquito repellant
K.K: A Soap which gives you confidence
K.K: A Soap that strengthen your muscles.

It's all about obtaining that precious little consumer mindspace, and do it without much advertising while competing with giants like HLL is not an easy task.Here's a story of someone who has done it.

C.K Ranganathan the CEO of CavinKare has scripted a very inspiring success story.He was awarded the ET entrepreneur of year award in 2004.Another morsel of story is of Karsan Bhai of Nirma who made life tougher for HLL.