Defying the category codes simply, sweetly.
Challenge
Fogg, India’s No. 1 Perfume Body Spray had a new product on the table. Interestingly it was called Neu. What’s great about it? It’s got better potency of fragrance. How do you launch it with quintessential Fogg humour while establishing the potency marker?
Insight
Sometimes being simple and good is more powerful than being complicated and mysterious.
Idea
“Naya Hai, Achcha Hai” (It’s New, It’s Good) was our simple and sweet statement against the run of the mill codes of deodorant category where mystical, suave, and dapper is the brief for every other ad. Everyday characters in ordinary settings doing usual things yet making an impression.
Execution
We crafted four films, produced for TV viewing, broadcast across the country achieve what the suckers of category codes would never be able to: win the love of Fogg’s fan base keeping the brand at the top spot.
Brand
Fogg Neu
Campaign
Naya Hai, Achcha Hai
(It’s New, It’s Good)
Agency
The Womb
Role
Writer & Senior Creative Partner