KamaSutra Spark deo scents up to engage consumers
KamaSutra Spark deodorant, owned by the Raymond Group launched an innovative activation coupling digital technology and experiential activities.
As part of a series of mall activation, it urged people to smell the fragrance of its newly launched deo range and ‘like it’ on the spot on Facebook.
The deodorant market in India is seeing huge activity with companies getting on a launching-spree, thus spoiling the consumers for choice. According to a recent Euromonitor report, from just Rs 283 crore in 2007, sales of deodorants in India grew five-fold to reach Rs 1,520 crore in 2012, a compounded annual growth rate of 39.9 per cent. It is expected that the category will see 15 per cent, and double to reachRs 3,010 crore by 2017. The overall personal care category itself is growing at 17 per cent in India since the past six years.
In such times, brands are looking to create differentiation and KamaSutra Spark has initiated the activation to get up, close and personal with its consumers.
The brand set up a life size installation of the deo that was designed to automatically spray the fragrance every five minutes. The installation had a Like button and the machine kept highlighting real time the number of likes. Because of the constant whiffs, the fragrance spread around the entire area and allowed the consumers to experience it without having to visit a retail store.The consumer also has an option to buy the deodorant at a promotional price at the spot itself.
The brand promoters present at the venue urged the consumers to hit the Like button if they liked the fragrance and each consumer was given a free gift for every like. "The brief from the client was to ensure product experience to the consumer in an innovative manner. It wanted to make people aware of the fragrance of KS Spark Deo and to encourage first time use," saidAnujKanakia, director, Postscript Advertising, the event agency that managed the activation. The initiative helped it garner around 3000 organic likes. Currently, the brand is targeting multiplexes' areas in malls as these provide an enclosed area to enable spraying of the fragrance.
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