In 1969, the marketing executives of Hindustan Lever were discussing the creative strategy to be adopted for Pears with their agency, Lintas. The company, having increased its production, now wished to expand the market for the brand. The case has a detailed look at consumer behavior and past advertising. It also records the creative presentation made by the agency general manager to the marketing manager of HLL. Exhibits of the various press rough ads prepared by the agency show the different stages of creative evolution for the Pears' soap campaign. It calls for the exercising of creative judgment.