Surf Excel V/s Ariel = Remove Toughest Stain

Today, brands are desire to become leader in its subsequent segment, and trying to come with either an innovative concepts (including unique promotional scheme also) or by taking re-position. Now a days majority brands are preferring to take reposition in market & then offering strategically in order to generate awareness, brand position & recover tap as well as untapped target market.

If we talk about Indian detergent powder market, two giant FMCG company’s brands are dominating in India in detergent powder market. As well, both company’s brands are competing very strongly. 

The brands are: - RIN detergent powder (Hindustan Unilever Ltd.) V/s Tide (P & G). Both are targeting middle class or lower middle class consumers, as well as for family. Other competitors are Ghari detergent, Nirma, Hipolin, Henko, Ujjala & many more local brands. However, major market has been dominated by RIN & Tide whereas Ghari detergent is followed by RIN & Tide.

Surf Excel (Hindustan Unilever Ltd.) V/s Ariel (P & G). Both are targeting especially children, as well as these are premium brands.

Especially, RIN & Tide are fighting very aggressively by offering competitive price & pack size, innovative campaign , consumers offer etc. Whereas Surf Excel & Ariel are more focus on product uniqueness or it can say that core competency of product along with its punch line. 

Every detergent brands having single goal i.e. “overcome stain from cloths”. It is most important that how brands are conveying message to consumers? How brands are showing its unique features, quality & result orientation?

Recently 2 weeks ago, Surf Excel & Ariel both brands are roped out with new television commercial campaign. On one side Surf Excel is being taking reposition for its brand “Surf Excel blue” whereas other side Ariel is being taking reposition by showing unique features in Ariel Family Tree.

Brand Analysis:-

(A) Surf Excel Family Tree: Sur excel Matic – for washing machine, Surf excel bar, Surf excel quick wash and Surf excel Easy wash (Surf Excel Blue is now Surf Excel Easy Wash).                                                                                                                

               

Surf Excel Blue

    Surf Excel Easy Wash

Tagline: - Daag Achche Hain (Stain are good). Tagline is very much effective and consumers are enabling to identify brand from tagline. Surf Excel having strong brand position & brand equity in Indian market.                                                    

Website Link: - http://www.surfexcel.in/category/products/

Advertisement Link: - http://www.youtube.com/watch?v=G_p2yx_Uv9k

Surf Excel has been released campaign in order to generate awareness about new packaging & change the brand name i.e. Surf Excel Blue is not Surf Excel Easy wash.  The ad film is shown that mother is saying to her son to bring “Same to Same pack” i.e. mother is showing Surf Excel Blue pack to son. And, son is reaching to shop, he is showing Surf Excel Blue pack & saying to lady that he wants “Same to Same pack. While lady is giving Surf Excel pack, suddenly boy is being refusing & again demand for “Same to same pack” which has been shown.

Lady is replying to boy that “Same to same pack but better”. At the end of campaign, boy is also conveying same message to his mother that Same to same but better. And, Voiceover is telling Surf Excel blue is now Surf Excel Easy wash which is overcoming toughest stain from cloths within few seconds.

Surf Excel Easy wash is showing feature: overcome toughest stain from cloths within few seconds.

Conclusion: - Overall campaign is good. But, we can easily identify one small weakness i.e. the word “Par better (But better)” which has been used in TVC campaign. It may give little negative impact in the mind of consumers that Surf Excel Blue was not better if Surf Excel Easy wash is claiming that about “but better’.  It can be show as simply way Surf Excel Blue is now Surf Excel Easy wash. Competitor brand i.e. Ariel has been taken a right time opportunity and it has also been released new television commercial.

(B) Ariel Family Tree: Ariel complete - shine like new, Ariel anti bac, Ariel 24 hour fresh, Ariel matic - for washing machine.

Tagline: - Chamak Rakhein Naye Jaisi (Keep Shining like new). Punch line is effective but consumers having know-how about Ariel brand & when they are going to buy Ariel detergent powder, they are clearly demand by using brand name “Ariel”.

U.S.P.:- Now, new Ariel brands range is covered up “Bar + Blue + Brush” that removes toughest stain from cloths and keep shining like new.  

Website Link: - http://www.ariel.in/en-IN/Products/variant.aspx?product=Ariel

Advertisement Link:-

http://www.youtube.com/watch?v=ZUyJR29YN7c  (Ariel Matic detergent for washing machine)

http://www.youtube.com/watch?v=TpYMg2HVyKo&feature=relmfu  (Ariel Complete)

Ariel has been released two campaigns Ariel Complete & Ariel Matic from its brands range. The Ariel Complete TVC has shown where brand is conveying message that now Ariel having energy of “Bar + Blue + Brush” that removes toughest stain like of mud, ice cream, tea etc.

Whereas Aril Matic has been tied up with LG washing machine as an expert & Ariel Matic is being using & established as washing machine detergent brand & performing well to remove stain. The TVC has shown that one ball has been made of fabric cotton cloth which is being passed through mass people. They are giving challenge to consumers that you can pass ball through the spot of ice cream, tea, mud & chocolates. Then after, they are being showing live demonstration of Ariel Matic & Normal / local brand.

During the demo, Ariel Matic has been shown directly competitors’ products whereas Sur Excel also having Surf Excel Matic brand as washing machine detergent powder. At the end of TVC, brand has been shown whole brands range which has been covered up by “Bar + Blue + Brush”.

Here, it can also say a small weakness is that TVC campaign shown LG as an expert for washing machine detergent category. Consumers may be understanding differently like Ariel Matic will be working well only whose having LG washing machine. Henceforth, it should be require changing as strategically point of view.

Now Ariel became “All in One” brand for detergent powder segment.

Let’s see which brand will remove toughest stain in Indian market.

Share your views…

Himani Fast Relief "Jeeta Cheetah" : Super Fast Cheetah Formula

Today, many brands are being taken re-position / re-introduced in marker as consumer’s demands & behavior is also being changed day by day. The motto is that brands desire to cover huge market share, cover untapped market or develop strong brand identity.

Within 3-4 years, many brands have been re-introduced in Indian Market, brands such as (1) Micromax mobile (Changed Logo), (2) Videocon (Changed corporate identity), (3) Life Ok GEC Channel (Changed name from Star One channel), (4) Airtel (Bharti Enterprise group of brand, changed logo & targeting more on youth), (5) Mastii Music Channel (A Sri Adhikari Brother;s channel, changed the color of Logo), (6) Big Bazaar (A giant hyper market & Brand of Future group, changed the logo), (7) Iodex (Pain Relief ointment, changed the logo & packaging), (8) Canara Bank, Bank of India & Ban of Baroda (Changed Logo), (9) Star Group GEC channel including Star Plus, Star Gold have been changed logo, tag line, (10) Vicks (P & G brand, changed packaging), (11) Crocin Advance tablet (a brand of GlaxoSmithKline – changed packaging, reformulation with fast absorbtion), (12) Coca Cola (Changed tagline), (13) Zee Entertainment Enterprise (Essel group, changed logo with tagline), even though social media like G+, Facebook & Twitter have been made changed, come out with new look as well as Yahoo & Gmail too introduced new look etc.  

Still many brands are remaining & it will be coming soon.

Recently, Himani Fast Relief (pain relief brand), a brand of Emami Group, has been re-launched in market with new packaging, reformulation, new pack size, new tagline, changed color of logo which is being endorsed by total 6 Brand Ambassador together.

Total Pain Relief market: - Estimated 350 Crore (INR) in India.

Major Market Players: - Ranbaxy Volini Gel, Himani Fast Relief (Emami Group), Moov (Ex- brand of Paras Pharma, now handled by Reckitt Benckiser), Iodex (GlaxoSmithKline) & many others local are available in market.

All major brands are targeting “Instant Relief from pain” either joint pain, sprain, headache, backache. All brands are made from active ayurvedic ingredients except Ranbaxy Volini.

Brand Analysis:-

Himani Fast Relief: - Recently, TVC has released with new punch line “Jeeta Cheetah (Won Leopard)”. Brand has been reintroduced in market along with reformulation of ayurvedic & herbs which penetrate deeply inside the skin & gives instant relief from pain. Fast Relief brand is being endorsing by 5 Indian Sports Star such as Saina Nehwal (Badminton champion), Gautam Gambhir (Indian Cricketer), Vijender Singh (Boxing Champion), Mary Com (Boxing Star) and Sushil Kumar (Wrestler champion) along with Bollywood Star Shree Amitabh Bachchan. Shree Amitabh Bachchan is already being promoting Himani Fast Relief since many years.

What made change in brand: - New Packaging, New Size, change the colors of Logo and tagline, Target market. Brand is promoting as “Fast Relief” instead of “Himani Fast Relief”. The name”Himani” has been removed & it is being taking reposition as “Fast Relief”.  

Price & Packing Strategy: - Small pack is also available in 4 ml Sachet MRP Rs. 10 (INR) & 1.7 ml Sachet MRP Rs. 2 (INR).

Previous Tagline: - “Dard Mitaye Chutki Mein (Instant Relive from pain) which was promoting by Shree Amitabh Bachchan. Now, it is “Dard Mitaye Super Fast (Pain Relief Super Fast).

New Tagline: - “Superfast Cheetah Formula which is endorsing by total 6 brand celebrities is including Shree Amitabh Bachchan.

Advertisement Link of Himani Fast Relief:-

http://www.youtube.com/watch?v=CgtiMOal784  (Old Tagline advt.)

http://www.youtube.com/watch?feature=endscreen&v=oYCHwr1r8n4&NR=1 (Old Tagline advt.)

http://www.youtube.com/watch?v=dqn8cwNF2yw  (New tagline – cricket)

http://www.youtube.com/watch?v=T8cLhpreJBY (New tagline – boxing)

http://www.youtube.com/watch?v=L2kOZI5I5WY  (New tagline – badminton)

Target Market: - Fast Relied is targeting now on youth. Before, it was targeting overall mass consumers. But, new Fast Relief is especially targeting to youth segment and that’s why brand has hired legend youth celebrity.  

Whereas brand Moov is targeting to female & Moov is specialist for Backache pain. Every TVC are targeting to married woman (Age group 30-40 years) who are facing backache pain. Moov is also having ayurvedic ingredients.  

Iodex (GlaxoSmithKline)

Brand Ranbaxy Volini Gel is having allopathic ingredients & before it was considering as Dr. Prescription (Ethical Division) product. But, now a day it is considering as O.T.C. product. New TVC has been released a month ago which is being endorsed by Bollywood Star Sonali Bendre, she is promoting brand as expert for pain, as well Doctor is also conveying message the major Doctors having trust on Ranbaxy Volini. It has also shown core competency of brand, it is made from “Nanogel Formula” which helps to quick absorb inside the skin & instant relief from pain along with long lasting effect.

Advertisement Link of Ranbaxy Volini Gel:-

http://www.youtube.com/watch?v=ZlQu-8L1ccE

Overall Ranbaxy Volini is leading in pain Relief Indian market.

Ultimately, Brands are focusing on “Instant Pain Relief” & trying to tap huge market share.

Let’s see how “Fast Relief” shall be working as “Super Fast”… 

Sony Entertainment Channel V/s Colors Channel : Viewership

KBC (Kaun Banega Crorepati) is back to back as KBC 6 on 7^th Sept. ’12, 1^st inning has been played wonderfully by Shree Amitabh Bachchan who is known as Big B of Bollywood (In Indian Film Industry). He is being doing a Host of KbC since 1^st Season except KBC 3. KBC is the only reality show in India where Shree Amitabh Bachchan is hosting in purely Hindi (National) language and it is one of the good strength not only for him but also for KBC show.

He is playing wonderfully as Host that change the game of Channel‘s TRP, it can be say that something magic in his words, speech where it feels so much energy & spirit. Whenever KBC is coming with new season, it was always being innovative campaign that conveying message not only as commercial purpose but also for society. Though, we can definitely say that everything is doing as professionally & strategy is to be generating business volume. However, to create such innovative business strategy is very challenge-able.

Finally, results of TRP (Television Rating Program) is came that many people were waiting for it. And, KBC 6 has been reached to 6.1 TRP which is highest TRP & broken all records. All credit goes to Shree Amitabh Bachchan only for getting huge success in KBC 6 show because, without it, it won’t possible to get such enormous response. Really, Big B has created BIG Record like as Indian Cricket Star Mr. Sachin Tendulkar who has been done 100^th century & made world record.

Punch Line of KBC 6:- 'Sirf Gyaan Hi Aapko Aapka Haq Dilaata Hai' i.e. (Only knowledge can able to give your rights). It is very much creative & energetic punch line that conveyed fact & practical message.

Branding & Strategy: - KBC 6 has released its firs TVC campaign on “Ladki Hui hai (Born of girl)”, today many parents are do not want to girl or not ready to accept. But, the KBC 6 campaign change the turn when that girl has been reached at KBC hot seat in front of Shree Amitabh Bachchan. At the same time that girl’s father realized when girl conveying message on TV “Mubarak Ho Ldaki Hui Hai (Congratulations, born of Girl).

At the end of campaign Shree Amitabh Bachchan is saying punch line which is the motto of the KBC 6 “'Sirf Gyaan Hi Aapko Aapka Haq Dilaata Hai'. KBC is the game where people must have vast general knowledge if they want to become Crorepati.

KBC 6 has been commenced its campaign on TVC as well as also covered by Print Media & OOH too across 30 cities Tier- I & Tier - II. It was very creative cut-outs of hoardings long with LED light.

Advertisement Link:- http://www.youtube.com/watch?v=zkbZQ4kijhs

Presenting & Main Associated Sponsor by: - Cadbury Dairy Milk & Idea Cellular (Brand of Aditya Birla group) respectively.

Shree Amitabh Bachchan is promoting brand Cadbury Dairy Milk like ‘ karte hai Khel Ka Shubh Aarambh ‘ ( Let’s play Kaun banega Crore Pati) when game is to be started. Overall ‘Shubh Arambh’ is punch line of brand Cadbury Dairy Milk as well as Shree Amitabh Bachchan is already being promoting brand Dairy Milk as brand celebrity.

Whereas brand Idea Cellular is not only working as main associated sponsor but also did tied up as Telecom Service partner too.

Advertisers shall be getting enormous reach of their brands because show time band is one & half hour. KBC 6 can be a good platform where brands can reach to million of viewers as well as it is good opportunity to create various innovative campaign.

Moreover, Sony Entertainment Television (GEC) channel is also come back which was falling down in terms of viewership. It can also be said that Sony Entertainment has introduced KBC 6 in order to get good viewership where it can be compete well.

As well, now India’s Got Talent has also started its new season as well as Bigg Boss Season 6 is also coming soon.

Colors channel (Viacom 18) had been got good viewership in Bigg Boss 5 & changed the game of TRP due to an adult star Sunny Leone was foraying into Bigg Boss house.

Advertisement Link of Big Boss 6:- http://www.youtube.com/watch?v=O63kFiDv77s

Bigg Boss 6 campaign “Attention” is already released where host shall be doing by Bollywood Star Mr. Salman Khan.

Let’s See… the Game of TRP between Sony Entertainment & Colors (Viacom 18). 

RIN (HUL) V/s Tide (P & G) Detergent Powder : Consumers

Well known brands RIN & Tide washing powder, aggressively fight with each other in detergent powder segment as well as strong rival in market. But, now Kanpur (U.P.) based brand Ghari (RSPL) is also moving slowly to compete with them. However, Ghari has required to more strategically planning in order to cover market share.

Specially talking about RIN (HUL) V/s Tide (P & G), both brands are appealing on “Whiteness” in every TVC campaign, targeting to middle class consumers, both brands are already well-established & taken position in market.

V/S

Brand Analysis:-

RIN (HUL):- It is always coming with aggressive & challengeable brand campaign that challenge about “Whiteness on Cloths”. RIN washing Powders is already being endorsed by Bollywood Stars Mrs. Kajol. Overall, she is perfect as brand celebrity, completely fit to brand RIN. All major RIN washing powder are awakening to women & appealing to take challenge which creates enormous positive energy along with background children voice at the end of campaign. 

Tagline: - Chamkte Rehana… Tagline itself is making strong brand RIN & approaching aggressively.

Core Competency: - It is challenging as “Dugni Safedi (Twice Time Whiteness), because RIN has yellow fighters that remove yellowness from cloths & cloths remain as “Whiteness”.

A month ago RIN has released new campaign “RIN Challenge” which was being endorsed by Kajol, the campaigning strategy was approaching household & shown them Demo with the presence of Team RIN. Kajol is approaching one housewife & trying to find out “Whiteness”, she is showing yellow shirt where housewife is saying that it can not possible more whiteness. Kajol is giving challenge & calling to “TEAM RIN”, group of women are entering with RIN Powder & showing demo where Kajol is highlighting brand core competency “Yellow Fighters”.

At the end of campaign, Kajol is challenging “ab agla ghar apka (Now, next home is your)!

Advertisement Link: - http://www.youtube.com/watch?v=13Efl1xA3i0&feature=related

Tide (P & G):- It is always coming funny & straight away campaign with simple line “Chaunk Gaye? (Shocked?). Since many days Tide has extend brand & introduced “Tide Plus” that is also targeting to Laundry Consumers (Kind of Dhobi Ghat) because Laundry people are also doing business, they have also own consumers & offering them to make white cloths. It is good strategy to tap niche market where Tide can cover good market share & make loyal consumers.

At the end of every campaign, voice over is coming with Punch line “Tide hai, toh White hai” & “Tide plus Jo de White Plus”.

Advertisement Link: - http://www.youtube.com/watch?v=cDXSvFXmuHs

Conclusion: - RIN & Tide brands already established in market & consumers are very much aware with both brands. Both brands have loyal consumers that they are directly demand at provision stores, Kirana Stores or at mall. It is very less chance to switch over from one brand to another brand. Consumers are already being using & once they are accepted RIN or Tide, then it has rarely chance to switch over to either RIN or Tide vice versa. And, that’s why Tide has been choosing different market apart from existing.

Moreover, Ghari detergent is also trying to tap & compete with RIN & Tide. It is growing slowly & steadily. It may chance to give much impact on RIN & Tide if Ghari will make well Strategy.

RIN V/s Tide ….Continue…

Innovation by Tata Tea Premium : Jaago Re (Awakening)

After completion of 25 years Silver Jubilee, again Tata Tea has released fresh campaign on “Jaago Re (Awakening) with innovative concept on “Complete Duty” along with promotion of Tata Tea premium brand. Whenever, Brand feels that Indian people are sleeping, immediately come out with “Jaago Re” campaign & give reminder that “Awake”. 

Tata tea is a playing significant role in tea industry (Beverage Industry) which is the largest & one of leading brand in India whereas standing globally as second largest brand in Tea beverages industry. Tata Tea is not just only brand, but also it is most trusted & symbolic for their consumers. Even though, Tata Tea is also leader in TVC Campaign among the tea competitors. Though, tea market is dominated by Hindustan Unilever Ltd & Tata tea in which Tata Tea premium brand having 18% over market share.

 Every campaign of Tata brands having a unique concept like “Soch Badlo” concept has been introduced on 25 years celebration (Tata Tea), “Desh Ka Namak, Tata Namak (Tata Salt), Poochh ne mein kya jata Hai (Tata Sky DTH Service), “Jeet Ki  Ghanti Kabhi Bhi baj Sakti Hai (Tata Docomo) and Recently released “Complete Duty” (Tata Tea).

We can definitely say that Tata Tea brand is not only as brand leader but also Brand Campaign Leader that always connected with socially & understand the Consumers.

Tata Tea premium brand Punch line: - “Jaago re (Awakening)”. 
You can also visit websitehttp://www.jaagore.com/site/

Market Players:-
 Brooke Bond & Lipton (HUL), Tata tea (Premium, Gold, Life, Agni), Duncan’s, Eveready, Goodricke, GPI, Waghbakri (Gujarat), Girnar, Sapat, Dhunseri,Mohini, Society, Marvel etc.

Advertisement Link: - http://www.youtube.com/watch?v=hAEV1K8JuV4

Campaign brief & Brand Strategy:-

The strategy has executed about taste & strength of Tea that you are realizing about awake.

Brand is appealing towards Badi Patti (Big leaves) & Chhoti Patti (Small Leave) whereas it is appealing as socially towards “Big Duty & Small Duty”.  The ad film about, a husband is coming back at home along with 3 person on single bike & saying to his wife that they already awaken & come back, showing his finger that gave Vote and replying that he has finished Big Duty. Wife goes to make tea & replied let’s have make a tea of “Badi Patti (Big Leaves) for Big Duty & Chhoti Patti (Small Leaves) for small duty.

But, man could not understand the difference & asked which one is small duty. Ultimately, wife is explaining the difference that 3 person on single bike, break the traffic rules. So, when will you follow the small duty (Traffic rules)? Finally, he realized and started background music “Jaago Re”.

Voice over is conveying brand features Tata Tea Premium “Badi Patti ki khushbu Ke Sath, Chhoti Patti ka Dum” (Fragrance of Big Leaves along with strength of Small Leaves).  At then end of campaign, wife is appealing that “Big & small are altogether, it’s completed either its Tea or Duty”.

Overall, it is good & creative campaign as usual that really AWAKENING…

Jaago Re… Share your views…

Big Bazaar : 6 days Maha Bachat (Halla Bol)

Big Bazaar, “The Great Indian Kitchen Festival” has just finished on 31^st July, 2012 and now Big Bazaar again comes up with innovative but much effective concept “Mehengai Pe Halla Bol (Awake towards Dearness)”. People are facing much dearness in India & day by day, things are also becoming much costly.

It is core competency of Big Bazaar that introducing various innovative scheme in terms of “Pricing strategy” where consumers can able to buy quality product with best price. Big Bazaar is the only hyper market brand that providing good offer price & opportunity for Indian consumers as well as also trying to remove the consumer’s psychology about “Things are costly in malls”.

Big Bazaar has introduced special campaign “6 Days Maha Bachat (6 Days Big Savings)” on the festival of Independence Day of India.  The offer has already been commenced on 10^th Aug.’12 & shall end on 15^th Aug. ’12. Yet, no any competitive retail (Hyper-market) brand has introduced such offer. In fact, if you shall watch the television commercial, you shall really get feeling & attraction not only towards advertisement but also toward purchase the things.

Offer: - 6 Days Maha Bachat

Offer Period: - 10^th Aug. ’12 to 15^th Aug. ‘12

Advertisement Link: - http://www.youtube.com/watch?v=RQ7Jy0Wyknk

The campaign execution, concept, scripting, ad film shooting of mass people with banner of “Halla Bol’ (Especially Middle class / lower middle class people) etc. are really nice as well as effective and another importance of this campaign is “Voice Over & its Impact”. Voice over is generating influence in mind of consumers & it awakes to consumers.

One thing can definitely say that no any competitive brand can lead to Big Bazaar; Big Bazaar is really Very Big & Very difficult to compete.

For details information, You can visit your nearer Big Bazaar Store Locator.

Share your Views … Dil Khol Ke Halla Bol…

Switch To 'SOFY' Side Wall

After long time, ‘Sofy’ (a brand of “Unicharm”) has come out with confident campaign & confident brand ambassador. Though, in India a sanitary napkin market is dominated by two leading brands Whisper & Stayfree.

“Sofy” is brand which is appealing towards ‘flexibility’ where woman can feel relax & do anything with freedom during menstrual period. And, that’s why brand is trying to take strong position & generate more awareness as “Sofy Side wall”. It can also be say that core competency for “Sofy” brand because brand is showing that easily absorbency & flexibility during menstrual period.

Advertisement Link: - http://www.youtube.com/watch?v=EGZQFhG2yXo

Branding Strategy:-

Recently, Stayfree has already been released its new campaign “Muje Pankh Dedo (Give me a wing), that campaign is supporting to “UNICEF INDIA” whereas a 2 week ago ‘Sofy’ brand has also released new campaign “Be Confident, Switch to Sofy Side wall’ which is being endorsing by Bollywood star Ms. Anushka Sharma.

Previously, ‘Sofy’ brand was endorsing by Bollywood Star Ms. Prachi Desai but unfortunately, it was not getting that much success. But, now ‘Sofy’ brand has sign to Ms. Anushka Sharma as brand ambassador because brand is believe that she is energetic girl who can enable to give confident as well as Anushka Sharma has already given hit movies where she has been played key role.

Anushka Sharma  can be become  perfect for ‘Sofy’ brand and today she is already being endorsing brands like Nevia cream, TVS Scooty  Pep, Reliance net connect etc. and now ‘Sofy’ brand.   Overall, all brands are targeting to young consumers.

Yet, ‘Sofy’ brand is not much aware in India & also not available everywhere in India. Though, new campaign may enhance brand awareness, it would be work in order to cover the market & build up confident image.

‘Sofy’ brand is conveying message in TVC that it gives protection due to flexibility where you can enjoy everything with full of freedom & confident. At the end of TVC, it has shown by writing “Switch To” Sofy Side wall which is really used great strategy & conveying message against competitors (Whisper & Stayfree) that switch to ‘Sofy’ brand.

Ultimately, on this time ‘Sofy’ is conveying “Simply Message, but very confidently” for all young girl.