Set Wet to ride its way into male grooming with 'Envy' campaign
The campaign by Taproot focuses not on the impact the Set Wet guy has on girls, but the impact the brand has on the boyfriend of the girl who is charmed by him
Set Wet to ride its way into male grooming with 'Envy' campaign
The campaign by Taproot focuses not on the impact the Set Wet guy has on girls, but the impact the brand has on the boyfriend of the girl who is charmed by him
BestMediaInfo Bureau | Delhi | October 8, 2012
Set Wet is all set to release its new campaign, its flagship play post the acquisition from Marico in the fast growing male grooming category. Taking a slice of life from the young consumers, the new 'Envy' campaign seeks to breathe freshness in the category by taking a look at the changing dynamics in the mating game.
The category has been on a roll the last few years given the increasing acceptance of male grooming. Given the high growth rate (30 per cent plus), there has been increasing fragmentation with new brand launches along with blurring lines of differentiation amongst choices available for consumers. Most brands in the category today operate as enablers for guys who are limited in their experience with women and are on the verge of exploring their masculinity with the almost universal brand benefit of increasing their chances of impressing a girl.
Sameer Satpathy, Executive VP and Head – Marketing, Consumer Products Business, Marico, said, “Ads piggybacking on attracting the opposite sex often look similar. The challenge was to make it stand out and, music being the best connect, it has been used in a manner that makes it colloquial and yet cool."
Explaining the concept behind the TVC, Agnello Dias, Co-founder, Taproot, said, “Set Wet was obviously a very robust brand when it came to us and there are quite clear drivers that rule the category. We felt it would be interesting to shift the needle from the tried and trusted 'girls-will-lust-for-man-using-brand X' to a slightly quirkier space. So the whole thought of layering jealousy over attraction came about. Because, when girls love you it's natural that their men will not like you too much.”
Set Wet has always been differentiated as a brand for men for whom styling is a second nature as opposed to a brand that enables boys to become men. Instead of focusing on the impact the Set Wet guy has on girls, the campaign focuses on the impact the brand has on the boyfriend of the women charmed by the Set Wet guy. The insight here is that relationships today are becoming increasingly ephemeral and guys are more insecure now than ever before.
As part of the envy campaign, the TVC leverages the insight playfully by tipping its hat to the pithy maxim of 'Buri nazar waale tera muh kaala'. Additionaly, given that music is in the DNA of today's youth, the campaign seeks to leverage the same with a foot-thumping international number composed by Sameer Uddin.
The campaign goes live on digital before breaking on TV, given that the average youth spends more time on the Internet than on TV. Through the shareable nature of the campaign, the brand aims to build and leverage platforms beyond Facebook and YouTube to enable conversations around the campaign. Mobile apps and the gaming arena will be central to the launch plan which will be digital centric.
The digital leg was launched on September 27, 2012, followed by a high decibel launch on TV in October first week.
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