Wild Stone launches #GoodChoiceSister campaign for its talcum range
The TVC campaign advocates the adoption of male talcum powder by showcasing the relevance of androgynous fragrances in a relatable way
Men’s talc brand, Wild Stone from McNROE’s #GoodChoiceSister TVC campaign advocates the adoption of male talcum powder by showcasing the relevance of androgynous fragrances in a relatable way.
“Gender- neutral grooming products were a safe option till consumers became more aware and informed about their specific grooming preferences. Today our Indian consumers have evolved and on the lookout for products that suit their personalities. Wild Stone means to facilitate this evolution and create products that specifically address these choices,” pointed out Narendra Kumar Daga, Founder & MD, McNROE.
Presently, India boasts of an INR 2,000+ crore market size for talcum powder which is growing at compound annual growth rate (CAGR) of about 10 per cent in terms of value in the short to medium term.
The TVC provides a ready solution to the concerns of women battling the qualms of gender-neutral personal care products in a regular household. Although an established male-grooming player, Wild Stone wittily acknowledges the concerns of women, or the chief home makers in the narrative. Agreeing with the storyline, Daga said, “Women are intelligent shoppers, and evaluate a product on several parameters including its fragrance and appeal. Wild Stone has deftly shown product relevance without appearing overtly masculine.”
Wild Stone’s two-variant talcum powder portfolio currently includes the marine, zesty freshness of Hydra Energy Deo Talc and an intense, woody fragrance-Ultra Sensual Deo Talc. With this campaign the brand aims to strengthen its brand position further and increase its consumer base.
Creative agency: Soho Square, Mumbai
Production House: Jamic Films
Director: Shirish Daiya
Media Agency: Asian Shopping Club
Social & Digital Media Marketing Agency: In-House
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