Set Wet: Sada sexy raho (stay forever sexy)

Royton Varkey

This case study describes how Set Wet hair gel turned around a shrinking category in India to drive positive growth among its male target market.

Set Wet: Sada sexy raho (stay forever sexy)

Royton Varkey

Campaign details

Brand Owner: MaricoLead agency: Taproot IndiaBrand: Set Wet Country: IndiaIndustry: Cosmetics, beauty aidsMedia: Internet – display; Online video; Packaging and design; Point-of-purchase, in-store; Social media; TelevisionBudget: 1 – 3 million

Market background and cultural context

Set Wet is a brand synonymous with male styling and more specifically, hair gel in India. Unfortunately, for the brand and the category, gels have not become synonymous with the Indian male. Despite over a decade in the market and...

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