Disruptive positioning inspired by traditional and contemporary cultural concepts

The brief was to find a new space for a deodorant brand in India. Deos are seen as fragrances in India, often depicting a man using it as his ‘ammunition’ to attract women.

Our analysis showed that this male oriented communication was alienating women. In order to bring them into the category, we needed to move to a more progressive space of equality, while retaining the sensuality and allure of the category. Inspired by the Indian mythological idea of Leela (Play), we created an entirely new space that captures the idea of the man and woman engaged in romantic rapture, both as equals.

In 2014 ITC had emerged as the second largest player in the market within a year of entering the business.

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