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<ul><li><keyword id="6888422" type="General" weightage="20" keywordseo="sebamed" source="Orion">Sebamed</keyword>'s comparative advertising last year against <keyword id="44863" type="General" weightage="20" keywordseo="hul" source="Orion">HUL</keyword> soap brands including <keyword id="119472" type="General" weightage="20" keywordseo="lux" source="Orion">Lux</keyword>, Pears and <keyword id="94301" type="General" weightage="20" keywordseo="dove" source="Orion">Dove</keyword> got it noticed by consumers.</li><li>We speak to <keyword id="17535" type="General" weightage="20" keywordseo="shashi-ranjan" source="Orion">Shashi Ranjan</keyword>, Country Head, Sebamed to understand how its strategy of targeting other brands in the category has worked for it.</li><li> Ranjan tells us the brand's campaigns have helped it win the trust of huge number of consumers who are looking for 'highly efficacious and scientifically superior products'.</li></ul>When it aired its campaign targeting some of HUL’s market leading soap brands including Lux, Pears and Dove in January 2021, German personal care brand Sebamed made quite a splash. It had taken on the biggest soap manufacturer in the country, to demonstrate the ‘superior benefit of Sebamed’s cleansing bar over market leaders in the soap category’, a claim that had later been rebutted by HUL. Following the launch of the campaigns, HUL had filed a commercial suit in the Bombay High Court, and alleged that Sebamed’s campaigns were ‘misleading consumers on soap efficacy during these difficult times, and further denigrating and disparaging well-known brands like Lux, Dove, Pears and Rin’. The Bombay High Court later permitted Sebamed to continue with its campaign for its cleansing bar. Despite the legal backlash, the brand and its comparative advertising was written about by numerous media outlets, which turned out to be great PR for the brand. It had the desired effect, getting a relatively new brand noticed by consumers. Later in the year, Sebamed released another campaign, this time drawing consumers’ attention towards misleading advertising by various hair care brands titled #NoConditionsApply. A year since the launch of its talked-about campaign, we caught up with Shashi Ranjan, Country Head, Sebamed, to understand how its strategy worked for the brand and how it has been educating consumers about the benefits of using its products and building a market for itself. Excerpts: Q) Sebamed has had a very different advertising approach. How do you think that has helped in its brand building in India? We are a purpose-driven organization, and we strive to transform the Indian <keyword id="34523" type="General" weightage="20" keywordseo="fmcg" source="Orion">FMCG</keyword> landscape. By leveraging the power of honest and transparent advertising, we are empowering consumers with the right knowledge backed by scientifically verifiable facts and realistic claims. We want consumers to make informed choices about their consumption habits and our advertisements narrate the story in a unique and palatable way. Our differentiated approach to advertising has introduced a new vocabulary of pH and generated a buzz in the personal care category. It has nudged consumers to challenge the status quo and question claims around standard beauty practices and provide them with science-backed facts instead, and as a result, build a strong connection with Sebamed. We have been able to win the trust of huge number of consumers who are looking for highly efficacious and scientifically superior products. Q) What sort of reception have your ads received? They did the work of getting the brand noticed but did that translate to sales? We are overwhelmed by consumer responses after every campaign. It really gives a surreal feeling that consumers wait for our advertisements as every category we get into we impart new knowledge and most importantly something they can trust and validate. In addition to disruptive awareness, our advertisements have resulted into exponential increase in our revenue as well. Our annualized portfolio run rate is Rs 600 crore in MRP terms. We remain committed towards investing in brand building as a full-stack player. We continue to strive for share of affinity of our consumers and it has been overwhelming since inception. Q) What sort of growth have you witnessed since you launched your campaign? We are on an exponential growth path and have grown 5X in the last 3 years. In fact, some of the subcategories in personal care have grown more than 10X post the campaign. Q) How did the pandemic impact the business? Where do you stand now? Like any other FMCG player we were also impacted by the first wave of pandemic during Apr-June’20 quarter. However, we have managed to bounce back and are now on our growth trajectory. We witnessed ~40% growth on our overall portfolio vis-à-vis 2019 despite the pandemic. We used this as an opportunity to realign our Marketing, Sales, Distribution &amp; People strategy.We managed to bounce back after a quarter and are now back on our growth trajectory.Hence, the silver lining is, despite pandemic our exponential growth journey continues.Our offline sales have grown around 50% over last year itself. Q) For any relatively new brand, sampling plays an important role. With people stuck in their homes, how have you been able to take the brand to people's homes? How are you ensuring the brand stays top-of-mind for your consumers? Sampling has been a key enabler to induce trial for consumers across all categories and we have leveraged this since the beginning. During pandemic when people were stuck at home, we partnered with hyper local delivery partners as well as some society activation partners to take the experience to consumers’ home. Further recently we have also launched Sebamed shampoo sachet at Rs 10 to encourage trials. Today all Sebamed shampoos – Anti Hairloss, Anti-Dandruff and Everyday are available at Rs 10. We have also started seeing early trends on increasing revenue contribution of Tier II and Tier III cities for Sebamed products. Q) How important has e-commerce been for you? The world-wide pandemic has turbocharged ecommerce transition for FMCG companies. With the touchless economy and safety conscious consumers, we have witnessed a strong preference towards ecommerce during the pandemic and it’s going to continue in the long run as well. Ecommerce has been a key growth driver for us, and we have further enhanced our presence by partnering with quick commerce players as well in addition to traditional ecommerce players. In fact, we have taken an emphatic approach to set up our own ecommerce platform mywellnesskart.com during the first wave of the pandemic to ensure our products are made available to consumers amid logistic disruptions. Q) What's your marketing budget for the year? Will you be increasing spends this year? Which medium will get the largest chunk of the marketing pie? Our marketing budget is commensurate with our growth aspirations. We have grown our marketing budget by 3X over last 3 years. We remain committed towards investment in brand building as a full stack FMCG player and strive for consumer’s share of affinity towards our brands. Our current split between traditional and digital marketing is 50:50 and we will continuously evaluate the same and pivot it around consumer’s behavioral shift. Q) Going ahead too, will the brand continue focusing on competitive advertising or do you plan to modify your strategy? We invest a lot in understanding our consumers. Keeping the evolving consumer needs in mind, our advertising approach has been focused on building long-term trust with the consumers – there is no short-cut to gaining trust. This requires consistent effort. Competitive advertisement is just one tool in the marketing playbook. Every category has different objective and advertisement strategy would differ accordingly; however our brand purpose will remain consistent as the common denominator across every segment we operate. Q) Sebamed has positioned itself as a brand that empowers consumers with the right information on the basis of scientifically verifiable facts and realistic claims. Apart from your campaigns, how else are you educating consumers, since it takes a change in behaviour for people to opt for a new shampoo/soap instead of products they have been using for years? After the pandemic, basic health and hygiene choices are being re-evaluated. We strive to educate our consumers about the benefits of pH5.5 products for healthy skin and hair and impact of using conventional products. pH is a relatively new conversation in the personal care segment, and we are aware that persuading consumers to opt for a new shampoo/soap instead of products they are using for years is a journey. In order to expedite the transition process, in addition to integrated campaigns we are following a 3-pronged approach: -Offering free pH test kits to consumers, so they can test themselves at their homes -Offering free customized skin and hair solutions by our experts through our portal -Sampling and society activation initiatives Q) What is your strategy towards increasing your marketing spend? What is the growth strategy you are going to follow? -Brand building is a journey and we are committed to ramp up our marketing investments in alignment with our aspirations. -We will continue to focus on five key transformational pillars – people, differentiated products, branding, rapid distribution expansion and robust governance. Q) What kind of revenue target do you have for 2022? We are here for the long haul, we plan to grow 10X in the next 5 years, hence we aspire to grow exponentially in 2022 as well, pretty much the way we have grown over the last 3 years.

Our differentiated approach to advertising has nudged consumers to challenge the status quo and question claims around standard beauty practices: Shashi Ranjan, Sebamed

<ul><li>The #Sirf science ki suno campaign urges consumers to question rhetoric, and choose science to help manage their hair loss effectively.</li><li>The campaign is conceptualised by The Womb. </li></ul>Sebamed, a German personal care brand with a legacy of 50+ years, launched 'Sirf Science ki Suno campaign, focused around its anti-hair loss shampoo. In consonance with its bar campaign, the brand once again imparts a piece of new knowledge to consumers about hair loss and encourages them to choose a solution that is backed by strong scientific research. In addition to Anti Hair loss shampoo, Sebamed is also offering solutions for dandruff and everyday maintenance needs through its Anti dandruff and every day shampoo range. <div type="Youtube" id="BeTZN0xiRVk" title="Jaaniye Hairfall Shampoo ka Sach | Sebamed India" thumbUrl="https://i.ytimg.com/vi/BeTZN0xiRVk/mqdefault.jpg"></div> Shashi Ranjan, Country Head, Sebamed India, said, “Sebamed India is addressing the needs of discerning consumers by decoding the difference between hair breakage and hair loss. We are confident that Sebamed Anti Hair loss shampoos is an innovation that will create a strong disruption in a cluttered shampoo category. Its unique NHE formulation with pH5.5 advantage not only works on hair breakage but also reduces hair fall by addressing the problem from the root. Commenting on the campaign, Konark Gaur, Head of Marketing – Sebamed India said “Sebamed is committed to truthful advertising and delivering on the promises it makes to its customers. We listened to the consumers’ frustration in the Anti-Hair fall shampoo category and discovered a gap between promise and delivery. Through this campaign, Sebamedpromises to fill this need gap through its science-based Anti-Hair Loss shampoo which not only reduces hair breakage but also strengthens the roots.” Navin Talreja, Co-founder - The Womb, said, “After Sebamed’s success in the bathing bar category, it was time to build on it’s personal care range with Shampoos that are efficacious and science backed with their core differentiator of pH 5.5. Hairloss is a big consumer pain point, yet consumer knowledge around Breakage Vs Hair Loss is limited. Through this campaign, intent was to educate consumer of the difference between the two and solve the real problem of hair-loss with its unique NHE formula.”

Sebamed's latest ad for its shampoo asks consumers to stop listening to celebrities endorsing products

Delhi is the most polluted city on earth, as per WHO. At a worrying time like this, a research team at <keyword id="57604" type="CITY" weightage="20" keywordseo="iit-delhi">IIT Delhi</keyword> is trying to come to the rescue of Indians who are largely ignorant of the poison they are breathing everyday. 
 The team has developed a unique product called '<keyword id="4156351" type="UNKNOWN" weightage="20" keywordseo="nosacle">Nosacle</keyword>' - a nasal aid that can actually filter pollutants in the air and will only allow clean air to flow. This device has two nozzles and it is very similar to those used for sleep apnea. It is tiny in size and reusable as opposed to masks that are large and bulky. It has a cartridge which can be disposed of after filtration. These cartridges should be changed every eight hours for better performance and efficiency. The device can keep 90% of the pollutants away from the nasal chamber. 
 <keyword id="4146421" type="UNKNOWN" weightage="20" keywordseo="debayan-saha">Debayan Saha</keyword>, one of the researchers, recently told Times Of India, "Face masks have membranes with smaller pores that can attract bigger particles. But the small pores pose greater resistance for breathing and carbon dioxide retention. In our device, we do not have a membrane. This makes it comfortable for the user to wear it most of the time." 
 The idea of the nasal aid was born when the team led by Debayan and <keyword id="17535" type="PERSON" weightage="20" keywordseo="Shashi-Ranjan">Shashi Ranjan</keyword> were pursuing Stanford-India Biodesign fellowship. This idea was then further developed into the fully realised product under the Pfizer IIT-Delhi Innovation and IP Programme. Nosacle is expected to hit the market by the end of 2017.

This innovation by IIT-D researchers is what every Indian needs as deadly pollution levels go further up

<keyword id="6391709" type="UNKNOWN" weightage="20" keywordseo="Net-neutrality">Net Neutrality</keyword> debate has been on for few months now. Though not firm action or decisions have been taken so far in this regard, but people were waiting to hear from the DoT panel what the future of Internet would be like in India. And guess what the panel has just proposed? 
 According to a PTI report, the panel has asked the government to “Regulate domestic calls made using Internet-based calling applications such as <keyword id="6377887" type="COMPANY" weightage="20" keywordseo="Skype">Skype</keyword>, WhatsApp and Viber at par with phone call services offered by telecom operators.” 
 The panel’s openly shared its disapproval for projects like <keyword id="6354576" type="CITY" weightage="20" keywordseo="Facebook">Facebook</keyword>'s Internet.org, which allow access to certain websites without mobile data charges and said that such apps should be disallowed. 
 The panel further told PTI, "In the case of Over-The-Top (<keyword id="1245953" type="ORGANIZATION" weightage="20" keywordseo="OTT">OTT</keyword>) VoIP international calling services, a liberal approach may be adopted. However, in the case of domestic calls (local and national), communication services by TSPs (telecom service providers) and OTT communication services may be treated similarly from a regulatory angle for the present.” 
 The Committee is chaired by <keyword id="2953221" type="UNKNOWN" weightage="20" keywordseo="DoT-Advisor-for-Technology">DoT Advisor for Technology</keyword> A K Bhargava and members in the panel include A K Mittal, V Umashankar, <keyword id="219238" type="PERSON" weightage="20" keywordseo="Shashi-Ranjan-Kumar">Shashi Ranjan Kumar</keyword>, G Narendra Nath and R M Agarwal. 
 
The neutrality debate took the entire country by storm when telecom operator Airtel launched a platform, Airtel Zero, that allow free access of some websites on its network. However, the companies were asked to pay Airtel for joining the platform. 
 
PTI report further shares how the panel discussed Facebook's Internet.org and said that until April 2015, Internet.org users could have free access for only a few websites, and Facebook's role as gatekeeper in determining what websites were on that list was seen as violating Net neutrality. 
 
Below is a summarized view of DoT panel proposal: 
1. "Collaborations between telecom operators and content providers that enable such gate-keeping role to be played by any entity should be actively discouraged". However, the panel approved ‘zero rating platform’ after telecom operators compared it with a toll-free number. 
2. Proposes "ex-ante determination" and "ex-post regulation" model for dealing with tariff plan, including zero rating. 
3. Recommended that OTT players should be brought under regulation to comply with national security norms like telecom operators in the country do.

Dot Panel remains against Mark Zuckerberg’s Internet.org; says apps such as these should be disallowed

<ul><li>From developing cheaper test kits, hand sanitizers and sterilization techniques — IITs are doing all it takes to control the virus. </li><li><keyword id="6354859" type="UNKNOWN" weightage="20" keywordseo="IIt">IIT</keyword> Roorkee researchers prepared 150 litres of herbal hand sanitizer. </li><li><keyword id="57604" type="CITY" weightage="20" keywordseo="iit-delhi">IIT Delhi</keyword> researchers developed ‘cheaper’ test kits to trim the cost of diagnosis. </li><li>IIT and AIIMS alumni came up with a device called ‘Airlens Minus Corona’ that can travel the streets to sterilize them.</li></ul>As India locks down to contain <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword>, India’s researchers of Indian Institutes of Technology (IITs) are busy at labs to come up with smart solutions for the same. From developing cheaper test kits, hand sanitizers and sterilization techniques — IITs are doing all it takes to control the virus. Herbal hand sanitizers <div type="image" title="sanitize" msid="74788983" hostid="261"></div>

 Researchers at IIT Roorkee, Hyderabad and Kharagpur campuses made their own sanitizers. IIT Roorkee said that its researchers — Siddharth Sharma and Vaibhav Jain — prepared 150 litres of herbal hand sanitizer. These herbal sanitizers, which also act as moisturizers, comprise 80% ethanol along with antibacterial, antifungal, anti-inflammatory ingredients. They plan to distribute the sanitizer free across the campus. “In view of the prevailing <a href="https://indianexpress.com/article/coronavirus/india-lockdown-live-updates-coronavirus-janata-curfew-6327325/">Covid-19 pandemic</a>, it is imperative to maintain basic hygiene practices since there is no specific treatment or vaccine for the disease. This IIT Roorkee-incubated product will be useful to the entire community by promoting basic hygiene,” Siddharth Sharma, a research scholar of Centre of Nanotechnology, IIT Roorkee told the Indian Express. This was after IIT Hyderabad developed its own hand sanitizers as recommended by the World Health Organisation (WHO). ‘Cheaper’ test kits for diagnosing Coronavirus infection <div type="image" title="images" msid="74789000" hostid="261"></div>

 IIT Delhi researchers developed ‘cheaper’ test kits to trim the cost of diagnosis. These test kits are now at clinical trial stage. However, the cost of the kits hasn’t been disclosed as yet. “The way we are trying to make testing for COVID-19 cheaper is by making some changes at the third stage of testing. The COVID-19 test is a three-step process, and at the third stage, amplification is needed, for which a probe is supposed to be used. We are not using a probe, and this would potentially save cost,” assistant professor Vivekanandan Perumal <a href="https://theprint.in/health/iit-delhi-researchers-develop-cheaper-test-kits-for-covid-19-undergoing-clinical-trial/385865/">said</a>. Sterilizing the streets <div type="image" title="clean street" msid="74789107" hostid="261"></div>

 IIT and AIIMS alumni — Debayan Saha and Shashi Ranjan — came up with a device called ‘Airlens Minus Corona’ a device that can travel the streets, hospitals, bus stops, railway stations, shopping malls and other public places and sterilise them. They have invented a way to kill Coronavirus using charged or ionised water droplets by electrifying, to kill Coronavirus, IANS reported. See also: <a href="https://www.businessinsider.in/india/news/india-can-double-coronavirus-test-kits-to-200000-in-a-week-thanks-to-pune-based-mylabs/articleshow/74787231.cms">India can double coronavirus test kits to 200,000 in a week, thanks to Pune-based Mylabs</a> <a href="https://www.businessinsider.in/india/news/coranavirus-cases-in-punjab-news-and-updates/articleshow/74771047.cms">Coronavirus cases in Punjab spike to 23, IAS officers donate salaries</a>

IITs against Coronavirus — All the experiments from electrified water to herbal sanitizers to cheap test kits

If you haven’t heard of an app called <keyword id="6370373" type="UNKNOWN" weightage="100" keywordseo="dubsmash">Dubsmash</keyword>, you are missing out on a lot of fun in life. Lip syncing while famous songs and dialogues run in the background is surely a fun pastime. 
 It seems like our <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> celebrities are not in a mood to miss out on this fun app. With the Dubsmash fever running high, we have enjoyed some really cool snips by celebrities. 
 The latest celebrity to have joined the bandwagon is none other than <keyword id="6354526" type="UNKNOWN" weightage="100" keywordseo="Alia-Bhatt">Alia Bhatt</keyword>. 
 
The cute actress, who is riding high on commercial and critical success ever since her first movie, can be seen lip syncing on the vintage Polo ad in her Dubsmash video. 
 
In the video she is seen along with her best friend Akanksha Ranjan, daughter of Anu and Shashi Ranjan from the Indian Television Academy, 
and the video has already gone viral. Thanks to the cuteness it comes loaded with! 
 
You can have a look at the video here. 
 
 
<blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-version="4">
	
		
			 
		
		
			<a href="https://instagram.com/p/2OaPwVDFvR/" target="_top">Omg! This video is so cute and funny!😂😍 #aliabhatt @aliaabhatt @akansharanjan</a>
		
			A video posted by Alia Bhatt FC!💕 (@aliabhattobsessed) on
		<time datetime="2015-05-03T15:41:01+00:00">
			May 3, 2015 at 8:41am PDT</time>
	
</blockquote>
 In the past, we have seen several actors, like <keyword id="106133" type="PERSON" weightage="100" keywordseo="Ranveer-Singh">Ranveer Singh</keyword>, Priyanka Chopra and <keyword id="62210" type="PERSON" weightage="100" keywordseo="Sonakshi-Sinha">Sonakshi Sinha</keyword> making Dubsmash videos. 
 
We loved when Sonakshi Sinha acted like a total badass and mouthed the famous dialogue of her father Shatrughan Sinha. 
 
<blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-version="4">
	
		
			 
		
		
			<a href="https://instagram.com/p/2uxGa7ldK7/" target="_top">Found one of dads dialogues this is too cool!!!!! A #dubsmash a day, keeps the boredom away... And you entertained 😜 #badass #shotgun #mereapne #chhenu #dialoguebaazi #crazy #fun</a>
		
			A video posted by Sonakshi Sinha (@aslisona) on
		<time datetime="2015-05-16T05:16:25+00:00">
			May 15, 2015 at 10:16pm PDT</time>
	
</blockquote>
 
The role-reversal cum movie promotion by Ranveer Singh and Priyanka Chopra also left us in splits. 
 
 
<blockquote class="instagram-media" data-instgrm-captioned="" data-instgrm-version="4">
	
		
			 
		
		
			<a href="https://instagram.com/p/2JFygRF8wj/" target="_top">Two much dysfunction in one dubsmash!! @priyankachopra</a>
		
			A video posted by Ranveer Singh (@ranveersingh) on
		<time datetime="2015-05-01T14:06:03+00:00">
			May 1, 2015 at 7:06am PDT</time>
	
</blockquote>
 
All videos are fun to watch, but we can safely say that grumpy Alia takes the cake.

You Searched For "Shashi Ranjan" and got 6 results

Our differentiated approach to advertising has nudged consumers to challenge the status quo and question claims around standard beauty practices: Shashi Ranjan, Sebamed

Samarpita Banerjee

Sebamed's latest ad for its shampoo asks consumers to stop listening to celebrities endorsing products

BI India Partner

This innovation by IIT-D researchers is what every Indian needs as deadly pollution levels go further up

Anushree Singh

Dot Panel remains against Mark Zuckerberg’s Internet.org; says apps such as these should be disallowed

BI India Bureau

IITs against Coronavirus — All the experiments from electrified water to herbal sanitizers to cheap test kits

Prerna Sindwani

What makes Alia Bhatt grumpy?

Nandini Sharma

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