Sebamed: How India's bully got bullied

Sebamed, a medicinal skin care brand, launched a campaign in India to challenge leading brands and promote the low pH level of its products.

Campaign details

Brand: Sebamed Brand owner: USV Pvt. Ltd. Agency: The Womb Communications LLP Market: India Sector: Bath toiletries, soaps Media channels: Television, Websites & microsites Budget: 10 - 20 million

Executive summary

Sebamed's launch into bathing bars proves that even the most mature category can be disrupted by an underdog, and that positioning and branding are two powerful commercial weapons.