Brinton Pharmaceuticals' Neobar Soap makes fun of Sebamed and HUL for fixating on pH levels; remarks that soaps are much more than that

• Amidst the Sebamed-HUL Soap war, Brinton Pharmaceuticals launches a new Neobar Soap Digital Ad.
• It takes a dig at the giants for fixating on pH levels and sexualising women.

In a smart move, Brinton Pharmaceuticals has launched a digital film about its Neobar Moisturizing Soap as an addition to the soap war between Sebamed and HUL. The story so far is that Sebamed had slyly released a TVC that compared the PH levels of its soap with those of HULs’ namely Dove and Lux. The matter went to court and didn’t turn out to be in favour of HUL, and gave enough mileage to SebaMed, the objective thus being achieved.

Following this, Brinton Pharmaceuticals had launched a #NoPHightingPlease campaign bringing focus to the point that fighting only on the PH levels is of no use as various other aspects are as much or more important while buying a soap. The #NoPHightingPlease campaign was well received by the consumers. Towards it, Brinton has now launched this digital ad that talks about Brintons’ NEOBAR Moisturizing Soap with a unique and smart twist.

While being a seriously quirky yet cute video, it also highlights the features of the soap, the features that really matter at the end of the day, namely its ingredients.

The digital ad has been spreading fast on social media especially on Facebook and YouTube.


“We wanted to bring out the aspects that really matter while deciding on a soap. But we wanted to do this in an interesting and light manner. Our objective isn’t really to bring anyone down but to help the end consumer make a much more informed decision. The digital video has been spreading like wild fire on its own. I guess at the end of the day the consumer does see through marketing gimmicks and what’s for real. We are happy with the response the digital ad has got so far.” said Rahul Darda, Chairman & Managing Director – Brinton Pharmaceuticals.