Wild Stone: How Deos Made Social Distancing Desirable

Tushar Handa, Jitender Dabas

Wild Stone, the deodorant brand, reversed behaviour change caused by the pandemic in India.

Campaign details

Brand: Wildstone DeodorantsBrand owner: McCnroeEntrant company: McCann - IndiaIdea creation: McCann GurugramMarket: AsiaSector: Toiletries & cosmeticsMedia channels: Online displayBudget: Up to 500k

Executive summary

This case takes on the challenge of reversing behaviour change caused by the pandemic.

It takes years for brands to change behaviour, but the pandemic did it in weeks.

Lockdown, masks, and social distancing changed grooming overnight. Deodorants were made redundant.

Wild-Stone, an iconic Indian deodorant brand, quickly reversed this behaviour by turning this problem into an opportunity....

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