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This compact case provides scope to examine and discuss, recent controversy kicked up by the German skincare expert Sebamed in India over its ad campaign urging consumers to make informed decisions, besides, choosing science over celebrity endorsements demonstrating the benefits of its 'cleaning bar' brand compared to the market leaders in the bathing soap category. The case can be a pedagogic tool for the participants of executive education and post graduate management courses in Strategic Marketing, Brand Management, and Advertising and Sales Promotion to learn about the nuances of marketing especially about the challenger brand strategy. Although Sebamed was allowed to continue with its rhetoric communication comparing with the market leader and other brands, the ad campaign had kicked up a raging debate among the experts in marketing, brand and advertising whether Sebamed would be able to change the course of soap advertising in India and build a brand following despite being an expensive 'cleaning bar' compared to its peers. At the same time, experts wondered whether Sebamed's tactical and strategic positioning would work wonders for the brand and the company in the long run.