Leading Indian FMCG firm Marico has launched a new deodorant under its male personal care brand Set Wet that can reportedly be personalized for each consumer.
Said to be targeted at a ‘younger’ audience, the product is described as a “first of its kind individualised deodorant that features the possibility of being personalised”, as each pack can be customized with a different colour, photo and name.
Anuradha Aggarwal, chief marketing officer at Marico, said: “The youth is increasingly seeking personal connection and association to everything they own. Taking cognizance of this, we have launched the new range of personalized Set Wet cans thereby setting the trend and making us the avant-garde of the personal care category. What is additionally unique is that the brand has reached out to its TG through a campaign that leverages influencers thereby creating an impact at a more profound and conversant level”.
To promote the new launch, Marico has launched an online campaign called #wheresyourface featuring Bollywood star Ranveer Singh.
The deodorant is available in the varieties Charm Avatar, Cool Avatar, Mischief Avatar and Swag Avatar.
Source: India Retailing