They need to think of new ideas and see how best they can leverage their strength – use of natural ingredients. The present campaign tries to introduce the range as whole and not individual product categories; in times to come they will need to have separate advertising not just for each of the categories they are into but also each individual product if they want to make their presence felt in the Indian market.
|Recent Johnson's press ad|
associated with the ‘smell of a baby’ for decades, any other smell will not do for the baby’s mother. This market is tough to break in, although at present there are brands other than Johnson's in the Indian toiletries market, one of them being Himalaya, they are small players.
|Display at a Café Coffee Day outlet|