Sunday, September 29, 2013

Family Soap

I belong to a generation of soap users in India that believed that 1 Soap was enough for the entire body and the entire family. We fondly loved the one green soap-bar that was purchased along with the family grocery once a month.


This was before the time that there were Aeroplanes, digital telephones and Satellite television (or at least I didn’t know of their existence). My naive self believed that this one soap could miraculously clean my hair, my face and my body and that is all that I needed for my morning bathing routine that lasted about 5 minutes (yeah, just to make myself clear – I was small then).

Hamam Soap Commercial

Somewhere along the way, there came TV (or rather I started watching and believing it). Marketers convinced us that we need a guy soap, that is different from a gal soap. Then they convinced us that we need different kinds of soaps from head to toe. I am amazed why they never taught me that I need a different soap depending on the day of the week. (Marketing 101 says – if you can’t increase your customer base, then sell more products to the same hapless customer).

Anyway, the gullible consumer I am, over the period of several years ended up buying so many soaps for so many things that at one point in time my soaps were the most expensive component of my grooming routine (I guess they are even now!).

Then I guess marketers figured that to make their shareholders happy they need to come up with more soap options. So they started consolidating the soaps back again. Now slowly and steadily we have reached a state where we get – a 3-in-1 Body + Hair + Face soap. Viola an innovation so intense that they charge me close to 10 SGD for this one (mind you the green bar was like a few cents back then!)


Of course, being the staunch believer in anything that gets marketed to me, I have been using this soap “After sport” (as if I am an athlete) and feeling good about it. Only yesterday did I realize that I have just gone back to my good old days of the Hamam.

So this is an appeal to all my marketer friends. I have got more hard earned money yearning for your attention. Please senselessly advertise more banal stuff to me. I promise, I won’t disappoint you.

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