According to a company spokesperson, this is despite the fact that the total spend on advertising on the brand was 20 per cent of that of soft drink beverages and about 33 per cent of the consumer durables brands.

The Clinic All Clear brand had two campaigns: the `Go India Go' campaign which focused on harnessing the Indian spirit on cricket, and the Dho Dalenge/Dho dala campaign which draws a parallel between dandruff and cricket challenges.

On the impact of the campaigns on the brand sales, the company said that the brand was the only one which ran a thematic promotion speaking about the core efficacy of the dandruff shampoo and that the aim was not restricted to short-term immediate sales.

The company said that the high recallfor the brand will nevertheless strengthen the brand's long term progress, further consolidating its market leadership. The total market share of Clinic as a whole is around 35 per cent in the Rs 350-crore shampoo market. The brand is thus a leader in the market. ``Shampoo is not an impulse purchase category. Hence the high recall will add to the long-term growth of the brand,'' the spokesperson said.

Clinic All Clear has been one of the leading advertisers on cricket in the last couple of years, ``and this association will continue,'' the company says. The `Go India Go' promotion encouraged people to participate in the World Cup frenzy and pledge their support to India by buying the special Clinic All Clear 80 ml bottle. On the purchase of every bottle, a contribution of Rs 2 per was made on behalf of the consumer to the `Go India Go' victory award.

The `Go India Go' victory award campaign offered cash incentives to the Indian cricket team to win the World Cup matches. The awards included Rs 1.5 lakh forvictory of every league match and Rs 2.5 lakh for every Super Six match. Awards were also announced for the team at the semi-final and final stages. The total prize money contributed by Clinic All Clear was Rs 27.5 lakh.