Marketing and advertisement can do wonders for any business if done properly. If you are someone was fond of watching TV a few years ago, you must have seen the popular Nirma ads. Like the Amul and Parle-G girl Nirma was also famous for its marketing with a dancing girl.
The ad showed a brand, which has emerged from a small shop of a young chemist from Gujarat to one of the most popular the detergent powder of the country. Karsanbhai Patel named his product “Nirma” in the memory of his daughter Nirupama who passed away in an accident.
Karsanbhai Patel’s idea of marketing door-to-door in 1969 with a detergent changed the scene of the detergent industry in India. Karsanbhai started selling Nirma at Rs 3 per kg. Even in the costly age, Nirma was priced less than other companies on an average.
Nirma was very famous not for its affordable price only but for the amazing ad campaigns. The ad “Doodh se saphedi Nirma se aayi” made a big impact on the target audience of Nirma that was house caring for women. Within 3 decades Nirma became an Rs. 17 billion company. Nirma’s focus always remained on giving quality products to the customers. Patel followed his own rules for achieving success in the entrepreneurial journey. Each product of Nirma sticks to the policy of “better product, better value, better living”.
Nirma got a big competition from big brands like Hindustan Unilever. HUL started selling the same type of detergent named as Wheel in the price segment of Nirma. Along with HUL, Ghadi came into existence and succeeded in the Indian market.
Although many brands have tried to compete in the detergent market, the emotional feeling that Nirma used to give with its ad has no comparison. The company has now stopped showing Nirma girl in the ads for emotional reasons because the image of the girl is that of Karsanbhai’s late daughter, who died in an accident.
Even though the Nirma girl is not seen in advertisements she is still alive in the pack design. The story of Nirma is a perfect example of marketing done right according to the product.
