Engage ON: Small is the new big

Saikat Bhattacharyya

Toiletries brand Engage used an innovative campaign in India to increase its category penetration and boost market share for its portfolio.

Campaign details

Brand: Engage ONBrand owner: ITC LimitedLead agency: WavemakerCountry: IndiaIndustries: Deodorants, anti-perspirantsMedia channels: Content marketing, Print, Radio & audio, TelevisionBudget: 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands