What is There in pH?: A Soap Opera

In 2021, Sebamed’s campaign appealed to consumers that ‘Do not listen to Film stars, Listen to Science’ (Film stars kee Nahi, science kee suno—in Hindi). The campaign intended to persuade consumers to make more informed choices when they buy personal care products and to compare Sebamed’s attributes (pH) with its competitors—Dove and Lux (Hindustan Unilever—HUL). Sebamed highlighted the pH as an attribute and how soap’s high pH value (7 and more) can be harmful to the skin. The campaign was comparing the pH value of Sebamed with HUL’s Dove and Lux. HUL reacted to this campaign and highlighted the research, development and testing process adopted for its different products. HUL also did a counter-campaign highlighting that water also has a pH of 7 and suggested that consumers use common sense when buying soaps. Even though the campaign by Sebamed was interesting it did not have any significant impact on the sales of HUL brands—Dove and Lux. The interesting question is: what should be the focus of campaigns in a hypercompetitive market?