Indians are more likely to recall the commercial with Bollywood actress Dimple Kapadia than they are to recall using the soap itself.<\/p>\n\n\n\n
It was 1985, and Godrej was the manufacturer of this soap bar. In India, the advertisement caused quite a stir.<\/p>\n\n\n\n
Marketed as a “soap-cum shampoo” for women. Godrej’s introduction of the brand is an instance of category positioning. It was soap, but it had been modified in response to the widespread practice of also using bathroom soap to clean one’s hair. So, not only was it going to be used as toilet soap, but it also promised thick, healthy hair! Soap was therefore pitted against shampoo as a product type.<\/p>\n\n\n\n
It happened during Dimple Kapadia’s Renaissance period. And the commercial was a daring departure from the stereotypical ritualist. It was perhaps the start of a new period in which vanity was openly discussed, breaking away from the norms of the Bahu culture, particularly in media like television.<\/p>\n\n\n\n
Dimple Kapadia gave the commercial more “oomph” during a period when such celebration of sensuality was more than frowned upon. The fearless Kapadia shattered the boundaries of acceptable behaviour.<\/p>\n\n\n\n
It was indicative of a progressive India, one in which women were not obligated to follow “traditional” gender roles.<\/p>\n\n\n\n
The advertisement aired to widespread acclaim on television.<\/p>\n\n\n\n