FOGG

It is raining deodorants in the Indian market. The new player in the Rs 1000 crore cluttered market is
the brand Fogg from Vini Cosmetics Ltd. The brand is running its launch campaign in various media.
The highly cluttered Deo market is full of brands which promotes themselves as a tool to attract girls.
The quality of the ads has become so pathetic and stereotyped that many brands project themselves
as aphrodisiacs. A hunk, swimming pool, foreign girls in minimal clothes, the guy sprays the deo and
all girls ran towards him. This is the theme of almost 85 % of the ad.

It is in this scenario that the launch of Fogg becomes relevant. The refreshing fact is that unlike the
other deos, the brand chose not to focus on girls. Thank god for that.
So instead of focusing on attraction, the brand focused on something very interesting - quantity of deo
or in broader terms Value.