According to an industry source, the company is currently carrying out extensive research on the new Vim 2000 bar in major cities and towns across the country. ``It is an improved version of the Vim dishwash bar. The company is carrying out research in order to derive the USP of the new product. HLL is also conducting extempore interviews in many places,'' adds the source. Also on the anvil is the launch of Vim Liquid, which is already present in the global markets.

However, the company is reluctant to divulge information on its new product launches. According to a spokesperson from HLL, the brand is sitting on a series of innovations. ``The name of the game in the dishwash bars market is to launch consumer-relevant innovations. Yes, the brand will see exciting times ahead. In fact, we are now sitting on several new projects. Upgradation is an on-going process at HLL,'' elaborates the HLL spokesperson.

With a 50 per cent market share, the Vim bar is currently the market leader in the multi-crore Indian market for dishwashing powders and bars. ``We do not face any major competition in this category. With these innovative launches, our aim is to upgrade the quality of the branded dishwash bars in the Indian markets,'' says the HLL spokesperson. The other major players in this category are Nirma and Fena's Nip.

In an effort to give a new face to the `Vim bar challenge campaigns', HLL has recently launched a new aggressive advertising campaign comprising nine TVCs across the country. ``Earlier, we conducted demonstrations at homes. But now the action takes place in public places. In a bid to reach out to a wider audience, we shot our new campaign in Madurai and Nagpur,'' adds the spokesperson from HLL.

Interestingly, the company has not opted for the print campaign to communicate the merits of Vim bars. ``Our primary medium is the small screen. Over the last two years, we have carried out extensive sampling activities across the nation. And our thrust is to show the product experience through demonstrations on television screens,'' explains the HLL spokesperson.

In the cluttered category, HLL has positioned Vim bar as a superior dishwash bar with grease-cutting power. Targeted at a diverse audience, Vim Bar gives great value for money, pitches the company. According to the HLL spokesperson, the FMCG major has many new television campaigns in the pipeline. ``The format will remain the same but new faces will appear in our campaigns,'' informs the spokesperson.