The Marketing Objective
Over the past 20 years Deodorants category has been built as a 'black bottle' that can help men win over women. The category had become cluttered with too many me-too brands promising similar products, similar packaging, similar price points and similar TVCs.
In April 2013, ITC entered into the deodorants category by launching Engage, the first brand putting the man and women at par with each other and focusing on invested relationships.
The brand realized soon that because of the cliched perception about the category to be used by men to attract women and also the entry price point barrier of 100-150 Rs. the category penetration was stuck at 15% largely centered to metros.
To expand the category penetration, Engage launched a 'Small yet Big solution'-Engage ON Pocket Perfumes. 60 Rs. pocket size perfume deodorant spray that could also facilitate on the go consumption.