A refreshing change from all the advertising that comes out of the category, the television commercial for Fogg body spray managed to grab the top spot on the Mint-Ipsos-TVAdIndx survey for August.
Shot by Good Morning Films, and created by Mumbai-based agency The Womb, the ad film is set in a quaint little railway station. It opens with a young man, who rushes on to the platform and asks a young woman whether his bogie will halt there. Soon, he realizes he has forgotten something and rushes out, leaving his luggage behind. He runs back, but the train has pulled out of the station. Dejected, he turns around and drops his bags. Seconds later, he hears the train halt suddenly. He gathers his bags and runs to his compartment, hauling himself in. Just as he settles into his seat, he sees the same girl sitting across and hears the ticket collector’s voice inquiring as to who had pulled the chain. He realizes the girl has pulled the chain for him. “Lucky me,” he says. The girl responds, “Lucky you.”
“Through Fogg we have always tried to disrupt the category. We did that for the first time with the product proposition of ‘no-gas’. Then we gave consumers the path to upgrade to perfumes through Fogg Scent. And now, The Womb has helped us discover a completely fresh and wholesome way to position fragrance for India,” said Darshan Patel, founder and managing director of Vini Cosmetics Pvt. Ltd, the Ahmedabad-based maker of Fogg, in a statement.
The campaign is a departure from much of the advertising the category tends to put out. No swooning women here. “Our endeavour with everything that we do is to have a large brand platform and break the codes within which the category has operated. Seduction, sex, sensuality to innocent likeability is what we have moved Fogg to…. The role of fragrance in increasing likeability is something that has been proven through various psychological studies and for the first time is being appropriated by a deo brand, and that’s what we are very excited about,” said Navin Talreja, co-founder of The Womb, in a statement.
This kind of subtle messaging, said K.V. Sridhar, chief creative officer, SapientNitro India, is a sign of category maturity. Earlier, he said, the brand had built product differentiation on its “no gas” messaging; with this ad, which is both classy and more believable, it’s working towards emotional differentiation.
For most fragrance brands, the brand promise often borders on the absurd. This has limited the scope of adoption of fragrance as an essential part of everyday grooming, said Kawal Shoor, co-founder, The Womb. “Our research showed that a person who smells good just increases his/her chance of getting liked by those around. What made us hone in to this promise is that there are no lofty dreams, but just a simple human desire. Fogg deodorant’s new platform—‘smell good, get liked’—is new and true,” he added.