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Set Wet gets a deo makeover

In a new campaign conceptualized by Taproot Dentsu, a very impish Ranveer Singh strives to reposition the gel brand into the deodorants market

BestMediaInfo Bureau | Mumbai | March 17, 2016

Set-Wet Click on the image to watch the TVC.

Marico Limited has relaunched its deodorants portfolio with a high-decibel campaign featuring Bollywood heartthrob Ranveer Singh as brand ambassador. The campaign aims to strengthen Marico’s play in the fast growing vertical of male grooming in India, where it already has a presence with the Set Wet hair styling gel.

Launched by Paras Pharmaceuticals in 2005, Set Wet changed hands many times, before landing up in Marico’s basket of products in 2012. After a couple of years spent to stabilize the brand, Marico relaunched Set Wet in 2014, with a core offering of hair styling gels. The brand acquired a novel image that bore healthy results. Now, a year after the relaunch of Set Wet as a brand of gels, the FMCG company is restaging the brand as a deodorant too.

With a very impish Ranveer Singh as the new brand ambassador, Marico hopes to position the gels brand as an offering in the deodorant portfolio. The Set Wet tagline is “Sada Sexy Raho” (stay sexy always), extolling young men to go out into the world and show it how good and great they are, albeit with their confidence levels buttressed by Set Wet deodorants.

The new television campaign, though, strives to do more than just a brand positioning. It also shows off a revamped product, with new fragrances and a packaging that compliments the brand positioning and sets it apart from most other offerings in the category.

Anuradha Aggarwal Anuradha Aggarwal

Anuradha Aggarwal, Chief Marketing Officer, Marico Ltd, said, “Brand Set wet was relaunched with a new positioning a year ago which has worked well for hair gels. With this relaunch, we have aligned the Set Wet Deos to the new archetype. We have completely refreshed the deodorant mix – made the product more alluring, the packaging more distinctive and created a new disruption in the form of positioning it as a daytime deo. Team Taproot Dentsu has managed to strike a fine balance between extending the gels positioning and making Deos stand out in the cluttered deodorants market with a fresh life of its own.”

Pallavi Chakravarti Pallavi Chakravarti

Pallavi Chakravarti, Senior Creative Director, Taproot Dentsu, said, “With new fragrances, new packaging and a new brand ambassador, Ranveer Singh, Set Wet Deos was hitting the market in an all-new avatar. So we in turn refreshed the ‘Sada Sexy Raho’ platform, showcasing a guy who turns on his own unique brand of playful charm, confident in the knowledge that he’s smelling great. The fact that his showmanship is as much for himself as it is for others, keeps the campaign aspirational and relatable at the same time."

The new range of Set Wet deodorants has four variants – Cool Avatar, Charm Avatar, Mischief Avatar and Swag Avatar. The brand is available pan India at an MRP of Rs 190 for a 150ml can.

The TVC:



Agency: Taproot Dentsu India

Chief Creative Officer: Agnello Dias and Santosh Padhi

Chief Executive Officer: Umesh Shrikhande

Senior Creative Director: Pallavi Chakravarti

Group Head: Arun Ganesh

Copywriter: G. Janini

Senior VP, Planning: Anand Murthy

Planning: Dipika Saggi

General Manager: Ayesha Ghosh

Account Manager: Gargi Raju

Account Director: Radhika Sabherwal

Director: Rajesh Krishnan

Producer: Ameya Dahibavkar

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