Campaign details

Brand: Engage ON
Brand owner: ITC Limited
Lead agency: Wavemaker
Country: India
Industries: Deodorants, anti-perspirants
Media channels: Content marketing, Print, Radio & audio, Television
Budget: 500k - 1 million

Executive summary

Deodorant category penetration in India had been stuck at 20% for the past two decades due to its positioning as a 'chick magnet' and the entry price barrier of INR100-150, making it restricted to metropolitans.

Toiletries brand Engage took the challenge to break this barrier by launching Engage ON Pocket Perfume Sprays for Him and Her. Putting men and women on par, priced at INR60, facilitating on-the-go consumption.

We understood that our target, young adults, change their purchase behaviour and consumption habits very fast. They are always hunting for new ideas, content and inspiration. To gain their attention, we needed some innovative content that would have a compelling story, and would be media and screen agnostic.