Engage: Small is the new BIG!

ITC’s Engage, the first deodorant brand that puts men and women on a par with one another, sought to increase category penetration beyond metros and move market share for the overall Engage portfolio in India.

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...

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