Wild Stone: World's Shortest Shower

Jitender Dabas, Ankit Vohra, Tushar Handa

Deodorant brand Wild Stone sniffed out a meme- and influencer-led campaign to reposition itself as a smart shower hack and grow sales in India.

Campaign details

Brand: Wild Stone Brand owner: McNroe Consumer Products Entrant company: McCann WorldgroupIdea creation: McCann Worldgroup Gurgaon Market: India Sector: Deodorants, anti-perspirants Media channels: Online display, Online video, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

Deodorant is a salience driven market in India. And salience is hard earned for a number 3 player, in this case Wild Stone. Much like the category, Wild Stone's sales & salience dipped heavily in winters, forcing it to rebuild top-of-mind each summer vs leader...

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