Rebooting India's most obnoxiously successful advertising slogan.
Challenge
The first "Fogg Chal Raha Hai” (Fogg is Trending) campaign was a cultural virus that took over India. So much so that it propelled Fogg to a height that it still rules the Indian market as the No. 1 body spray brand. So, how do you do a follow up campaign a decade later?
Insight
We discovered that Fogg Chal Raha Hai had found its place in common lexicon.
So…if it’s not broken, why fix it? We decided to show the same characters but 10 years later.
Idea
In the decade since the first campaign, a lot had changed. What didn’t change was Fogg’s consistent position in the market. That became a north star. Thus, “Anything else may or may not move, Fogg is still moving in India.”
Execution
We revived some of the original characters with new plots and introduced some new characters while retaining Fogg’s matter-of-fact tone and sense of humour.
Brand
Fogg
Campaign
Fogg Chal Raha Hai 2.0
Agency
The Womb
Role
Senior Creative Partner & Writer