t�s barely 15 but a prime candidate for a makeover. To that end, Hindustan Lever Limited (HLL) has relaunched its mass market soap brand, Breeze, in three variants, namely Scent Magic, Scent Magic Lime and Scent Magic Sandal Breeze. With this move, analysts aver, HLL may be looking to recoup the volumes Breeze, which fights brands like Godrej No 1 in the mass market, lost last year. At Rs 313 crore in 2003, its sales declined by about 25 per cent over 2002 (source: AC Nielsen). Breeze represented the biggest slump among the top five brands of HLL (the other four being Rin, Clinic Plus, Close-up and Vim).

The scent proposition is not new when it comes to selling soaps; but the accent of the relaunched Breeze is not only on its smell but also on the rub-off effect it will have on its users. The new Breeze commercial employs the much used saas-bahu situation (played by the hit pair of Tu-Tu Main-Main on STAR Plus) to highlight the fact that the new soap embodies 19 different kinds of scents to offer daylong freshness that can win your staunchest critics over. ... more