Nirma Ltd, the second-largest toilet soap marketer
in India with a market share of 20 per cent, has announced
the launch of a new advertisement campaign for Camay,
the world famous beauty soap.
Nirma director Hiren. K Patel: At Nirma we have
always believed in bringing the best to our consumers.
Earlier, Camay was accessible only to a particular segment
of the Indian society. Now, anyone can buy it. The campaign
reinforces the image of Camay as an ideal skincare soap.
a detailed quantitative and qualitative research, commissioned
by Nirma to ascertain consumer needs and attitudes, it
was discovered that there were marked preferences for
skincare properties. Among many ingredients
considered ideal for good skincare soap were milk cream
and saffron. These are the active ingredients in the new
new ad campaign, rolled out in the third week of December
2002, is featured on all leading TV channels. Diya Mirza,
upcoming actress and former Miss India Asia Pacific, has
been roped in for the new campaign. The new television
commercial with the very catching slogan, Dil
karta ha, choo lu tumko, shows the beautiful
Mirza walking lost in thought on a beach.
scene shifts to her taking a bubble bath using the Camay
beauty soap with saffron and milk cream. The concept behind
the advertisement is that the soap leaves one with such
soft and beautiful skin that even a soap bubble remains
intact after touching the skin.
a saga of an enterprise, is a distinct example of successful
Indian entrepreneurship. Journey of Nirma, which began
as a one-man operation in 1969 with Karsanbhai Patel,
to a company with a turnover of Rs 2,500 crore, has been
exceptional. Today, 33 years later, Nirma is a household
name. It is a brand with a leadership presence in detergents,
soaps and personal-care products and enjoys a strong and
loyal consumer base.
created markets for its products and through its unique
offering of value for money Nirma converted luxury into
necessity for Indian consumers. Nirma entered into the
toilet soap market in early nineties and achieved volume
of 1 lakh TPA in a short span of time resulting into a
market share of 20 per cent.
companys impressive and effective distribution method,
comprising two parallel channels for Nirma and Nima range
of products, has a strength of more than 2,500 distributors.
The massive distribution networks makes Nirma products
one of the widely distributed products in the diverse
is a vibrant, proactive and widely admired ethical corporate
citizen. To fulfill its role as a responsible corporate
citizen of the society and environment, Nirma has undertaken
a host of activities in educational and social development
areas and have also founded institutions like Nirma Institute
of Management, Nirma Institute of Technology and Nirma
Institute of Diploma Studies.