Skin and hair care brand Garnier recently launched Garnier Men Deodorant, an antiperspirant designed specifically to give 48 hour protection from sweat and odour - and what better way to create noise about the new offering than coming up with a campaign involving innovative use of outdoor.
For Primesite, the outdoor agency of Garnier, the task in hand was to execute an impactful creative idea that simultaneously brought alive the launch of Garnier Deodorants, conveying 'Now life - no sweat' as the main idea through the out of home (OOH) campaign. The agency decided to highlight the new product with the use of innovations.
Initiated last week, the outdoor campaign uses formats such as hoardings, malls, bus shelters, pillars and conveyor belts at airports, Kolkata Metro and Delhi Metro and cantilevers with cut outs in more than 100 locations spread across Delhi, Mumbai, Bengaluru, Chennai and Kolkata.
Interestingly, putting together suitable creatives, pillars at the malls were made to look like deodorant bottles.
Mandeep Malhotra, senior vice-president, Mudra Max observes that the deodorant and antiperspirant category has become active with the use of outdoor as more brands are being launched. On a light hearted note, he says, "You do not perspire in the air conditioned confines of your home but you do when you step out. Considering the price range prevalent in the category - between Rs 100 and 200 - and hotter weather conditions most of the time in a year, deos and antiperspirants have become a necessity than a luxury."
The entire Garnier Mineral Deodorant range for men is an extension of Garnier MEN and is endorsed by Bollywood actor John Abraham. For men, the range has two options - Absolute Dry and Extreme Cool.
Commenting on the campaign, Raza Sayed, group account director, Primesite, says, "This is the third time we have worked on a campaign for Garnier. Like always, the client gave us a free hand in terms of experimenting with the medium. Also, one of the main objectives of the campaign is to tap the brand's main TG - youth who are on the go."