We must accept our ignorance of actual human behaviour before we can advance our understanding
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I was part of the team that launched Rexona deodorant in India. The main business objective of this brand launch way back in 1995 was to build a new category in the personal grooming segment. The communication strategy of Rexona deodorant was carefully crafted to make people aware of their body odour problem, communicate the importance of using a deodorant directly on one’s underarm and not on one’s clothes. How successful was our attempt?
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