Vini‘s deodorant, 18+, has been trying to carve a niche for itself in the Rs 1000 crore Indian deodorant market. This market is being strongly lead by HUL’s Axe, although its market share and leadership margin have been dipping off late due to the entry of a lot of different players – Denver, Fuel, Garnier, Nivea, Reebok, Adidas, Park Avenue, and many others.
The Indian deodorant market is a typical example of Marketing Clutter, where Axe first introduced the concept of ”Deodorant transforming a guy into a chick-magnet’ and then the other players simply copied the concept and reapplied it into their own ad copies, releasing their products at almost the same price points, never bothering about a tiny little concept called differentiation !!
And in this cluttered market, Vini was among the few players who tried to do something different and make an attempt at clutter-breaking. They dared to price-up their deodorant from the prevalent Rs 150 price point. The priced it at Rs 250, and then presented a justification to back it up – they positioned their product as a deodorant + perfume. The added perfume ingredient helped both differentiate them with others, as well as aid in explaining the higher price point (look from the shopper’s perspective – he thinks he is getting both deodorant and perfume at Rs 250 – a true value for money bargain !)
And now Vini has come up with an ad challenging the very concept that deodorant advertising in India was borne out of – ‘chick-magnetism’. It breaks the barrier between reality and TV Ads, and directly points out the other ads as being fake claims ! Interestingly, they too have shown their product as a reason to attract girls, but they have used a different reasoning, and a more subtle approach. Also, the ad is a form of spoof on Axe wherein the protagonist is shown spraying on a deo in a fashion reminiscent of the Axe ads. And of course, the concept being attacked is the cornerstone of Axe advertising strategy.
Watch the ad below:
Some key points on the ad:
1) Takes on Axe and pulls a subtle spoof on it: Most viewers might not spot its connection to Axe, but the relevant people in the industry would take notice. And even the viewers will at least be able to connect it with the usual chick-magnetism themes of the deodorant ads.
2) Youth Connect: Creating an abbreviation, LKPD, pretty similar and obvious in its connection to the popular youth slang, KLPD, is an attempt to connect and relate with the youth. The youth would automatically listen to something which speaks their langugage
3) Clear message transmission: And amongst all this, the one message that does clearly stand out is that 18+ has a lot of perfume-components in it. The clarity of transmission here is pretty good.
So, it seems that David has challenge the Goliath here, and this slingshot too seems to be quite effective. Will Vini be able to subdue the Goliaths of the Indian Deodorant market? Maybe time will tell.