{"id":2141,"date":"2021-07-10T18:17:48","date_gmt":"2021-07-10T12:47:48","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2141"},"modified":"2023-07-02T15:50:40","modified_gmt":"2023-07-02T10:20:40","slug":"le-sancy-rahul-pani-chala-jayega","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/10\/le-sancy-rahul-pani-chala-jayega\/","title":{"rendered":"Iconic Ads: Le Sancy &#8211; Rahul Pani Chala Jayega"},"content":{"rendered":"\n<p>Kids were named Rahul after this advertisement.<\/p>\n\n\n\n<p>A 10-year-old kid danced to a song in the bathroom. Rather than having a quick shower, he continues until we hear his mother saying, \u201cRahul! Pani Chala Jayega!\u201d. Rahul instead raises the volume and continues dancing. And the water runs out. His mom, irritated, says, Rahul! Kaha tha na paani chala jayega!\u201d<\/p>\n\n\n\n<p>The voice over said \u201cIs duniya mein, jahan kuch nahin chalta, wahan shukr hai Le Sancy to hai.\u201d<\/p>\n\n\n\n<p>Le Sancy was a soap with a unique shape that was launched in the 90s, after success in Chile for 20 years. It had a unique round shape and was known for its longevity which was its USP.<\/p>\n\n\n\n<p>Ogilvy led by Piyush Pandey, Sonal Dabral and his team worked on this closely with Harish Manwani of Unilever (who later became COO).<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"655\" data-id=\"2142\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/le-sancy-ordinary-1024x655.jpg\" alt=\"\" class=\"wp-image-2142\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/le-sancy-ordinary-1024x655.jpg 1024w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/le-sancy-ordinary-300x192.jpg 300w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/le-sancy-ordinary-768x492.jpg 768w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/le-sancy-ordinary.jpg 1150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"662\" data-id=\"2143\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/le-sancy-tiny-1024x662.jpg\" alt=\"\" class=\"wp-image-2143\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/le-sancy-tiny-1024x662.jpg 1024w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/le-sancy-tiny-300x194.jpg 300w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/le-sancy-tiny-768x496.jpg 768w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/le-sancy-tiny.jpg 1150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p>With an unusual name, Ogilvy had doubts whether Indians could remember the name. So Sonal came up with some quirky print advertising comparing Le Sancy to other soaps like Le Soggy, Le Tiny etc. (The print campaign was replicated in international markets and won the Unilever chairman\u2019s award that year).<\/p>\n\n\n\n<p>The commercial was directed by Ram Madhvani.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ads - Rahul Pani Chala Jayega - Le Sancy\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/cLoTs44pu6Q?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>It resonated with moms who had to shout at their kids while taking a bath. Then, water was scarce in many parts and the film compared the soap with things that were scarce and should be conserved, hence Pani Chala Jayega.<\/p>\n\n\n\n<p>The target was families who aspired to a better life, and they connected with the campaign. The recall was great, and initially, sales were tremendous. It was a status symbol to say you had a bath with Le Sancy.<\/p>\n\n\n\n<p>Despite a great campaign, the sales petered out.<\/p>\n\n\n\n<p>Unilever researched consumers&#8217; stated preferences but ignored their actual requirements. Le Sancy&#8217;s positioning was poor when competing soap brands emphasised health, wellness, cleanliness, beauty, etc. Attempting to portray concern for cost-consciousness backfired. The brand\u00a0guaranteed high quality, but that&#8217;s what brands\u00a0are for, right?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kids were named Rahul after this advertisement. A 10-year-old kid danced to a song in the bathroom. Rather than having a quick shower, he continues until we hear his mother saying, \u201cRahul! Pani Chala Jayega!\u201d. Rahul instead raises the volume and continues dancing. And the water runs out. His mom, irritated, says, Rahul! Kaha tha &hellip; <\/p>\n<p><a href=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/10\/le-sancy-rahul-pani-chala-jayega\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Iconic Ads: Le Sancy &#8211; Rahul Pani Chala Jayega&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":2281,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,10],"tags":[39,714,1215,1216,256,602,425],"class_list":["post-2141","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-marketing","tag-advertising","tag-le-sancy","tag-lesancy","tag-lesancy-soap","tag-ogilvy","tag-sonal-dabral","tag-unilever"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Le Sancy - Rahul Pani Chala Jayega Point of View<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/10\/le-sancy-rahul-pani-chala-jayega\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: Le Sancy - Rahul Pani Chala Jayega Point of View\" \/>\n<meta property=\"og:description\" content=\"Kids were named Rahul after this advertisement. A 10-year-old kid danced to a song in the bathroom. Rather than having a quick shower, he continues until we hear his mother saying, \u201cRahul! Pani Chala Jayega!\u201d. Rahul instead raises the volume and continues dancing. And the water runs out. His mom, irritated, says, Rahul! Kaha tha &hellip; Continue reading &quot;Iconic Ads: Le Sancy &#8211; Rahul Pani Chala Jayega&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/10\/le-sancy-rahul-pani-chala-jayega\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-10T12:47:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-02T10:20:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/5a4d3d79c6d47903998f5c83.png\" \/>\n\t<meta property=\"og:image:width\" content=\"495\" \/>\n\t<meta property=\"og:image:height\" content=\"166\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/le-sancy-rahul-pani-chala-jayega\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/le-sancy-rahul-pani-chala-jayega\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Le Sancy &#8211; 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