Fogg’s Out of the box advertising

Indian perfume  market was completely flooded by brands like Axe,Yardley and others While ITC engage was making inroads into market .The option of perfume ,scents are huge in India consumers have lot of offerings and HUL being market leader.So entering into  the perfume market required a outstanding  product or  clever marketing.That’s what Fogg did.Vini cosmetics understood that it is entering into difficult playground and required innovative strategy.To be frank enough Fogg just did that by advertising on “Gas or no gas”.Everyother company was focussing on  ads   with respect to different flavour ,fragrance etc but Fogg stuck to its basics by asking consumers whether they are buying Fragrance or gas.Fogg’s unique strategy actually was instant hit and many people moved to Fogg.It was able to gain the mind share  among consumers and it gave HUL’s axe a good run for money.Axe which was pretty secure as a market leader was challenged fair and square by Fogg.Infact on similar lines many perfume  brands started marketing on Gas strategy brands like Envy 100,Layer shot etc.Vini success is basically engineered on strong market research.

Now the new ad which has come into market where in different situations people ask “Kya chal raha hain ,Fogg chal raha hain” clealy reiterates that it is market leader  and has become numero uno .It also has given clear message to its competitors that it will continue to eat into shares of HUL and sooner it will climb up in ladder .Even Fogg’s Scent branding is also unique and forcing customers that for special occasions use Fogg scent.Fogg actually proves that if you have a  strong idea engineered with market research backed up with innovative market campaign then even in a well established market you can make inroads