Despite a late entry in deodorant segment, FMCG major ITC believes it has made up for lost time with its ‘effective’ advertising strategy for Engage brand.
Within a few months of launch, Engage has turned out to be the leading deo brand in a metro like Kolkata, claims Nilanjan Mukerjee, Head - Marketing, ITC.
Engage is pitted against established brands such as HUL’s Axe and Raymond’s Park Avenue.
“Since we entered the deo category from scratch, we have been in search of a differentiator as the category is cluttered. The top five brands have already captured 25 per cent of the category and so we had to be effective with our advertising campaign. Our campaign was capped at 15 seconds with ‘playful chemistry’ as the theme,” says Mukerjee.