Bajaj Nomarks: The real marks specialist

Karina Sudarsan, Siraj Cotecha

Indian anti-marks cream Bajaj Nomarks used an unconventional skincare ad campaign to drive sales and increase market share.

Campaign details

Brand: NomarksBrand owner: Bajaj Corp LtdLead agency: Mullen LintasContributing agencies: Motivator, BcWebWiseCountry: IndiaIndustries: Skin care, sun protectionMedia channels: Online display, Outdoor, out-of home, Point of purchase, in-store, Print - general, unspecified, Radio & audio, TelevisionBudget: 1 - 3 million

Executive summary

Nomarks is an Indian anti-marks skincare cream launched with the benefit proposition of clear and spotless skin. It was an Ayurvedic formulation (based on an ancient Indian medicinal tradition that uses lots of herbal ingredients) and gained share rapidly. Its equity, however,...

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