Giving Customers What They Truly Want.
In the fiercely competitive Indian deodorant market, dominated by gas-based sprays and international players, one brand emerged with a clear purpose: to solve a real problem. That brand was Fogg. When Fogg introduced its non-gas, liquid-based deodorant in a market crowded with gas-driven sprays, it not only challenged established players but also redefined what consumers expected from a deodorant. Through a combination of innovative product formulation, targeted advertising, and an unforgettable campaign tagline, Fogg turned the deodorant market on its head and became a household name.
A Market Ripe for Disruption.
By 2011, India’s deodorant market was growing at an unprecedented rate, recording nearly 20% annual growth and reaching a value of ₹1,500 crore. However, consumers had long been dissatisfied with the longevity of gas-based deodorants, which were often designed to evaporate quickly, needing frequent reapplication. Market research at the time suggested that consumers felt their deodorants “didn’t last” and didn’t offer value for money. Fogg’s parent company, Vini Cosmetics, recognized this discontent as an opportunity. They saw that Indian consumers wanted a deodorant that didn’t just mask odor for a few minutes but offered a long-lasting fragrance at a cost-effective price.
This insight drove Fogg to develop a product radically different from its competitors: a non-gas deodorant containing a high concentration of liquid perfume, which would not only last longer but provide a more substantial number of uses per bottle.
A Product Built on Consumer-Centric Innovation.
Unlike traditional gas-based sprays, where up to 70% of the canister’s contents could be propellant gases, Fogg’s non-gas format ensured that nearly 100% of the product was liquid perfume. This translated to approximately 800 sprays per bottle, significantly higher than gas-based alternatives. Fogg’s unique formulation addressed the two primary concerns of Indian deodorant users: longevity and value for money. By focusing on these key aspects, Fogg carved out a distinct position in the market, promoting its non-gas innovation as a “value deal” for the Indian consumer.
According to Vini Cosmetics’ data, Fogg’s usage was 2-3 times higher per bottle than conventional gas-based deodorants, meaning consumers were essentially getting more product for their money. This strategy resonated deeply with cost-conscious buyers who had previously felt short-changed by the rapid evaporation of gas-based sprays.
“𝗞𝘆𝗮 𝗖𝗵𝗮𝗹 𝗥𝗮𝗵𝗮 𝗛𝗮𝗶? 𝗙𝗼𝗴𝗴 𝗖𝗵𝗮𝗹 𝗥𝗮𝗵𝗮 𝗛𝗮𝗶!”: The Campaign that Captivated India
Fogg didn’t stop at product innovation; it paired its revolutionary deodorant with one of the most memorable advertising campaigns in recent history. The catchphrase “𝗞𝘆𝗮 𝗖𝗵𝗮𝗹 𝗥𝗮𝗵𝗮 𝗛𝗮𝗶? 𝗙𝗼𝗴𝗴 𝗖𝗵𝗮𝗹 𝗥𝗮𝗵𝗮 𝗛𝗮𝗶!” (translated as, “What’s trending? Fogg is trending!”) hit the airwaves and quickly became a part of everyday language. The simplicity of the campaign was its genius. It didn’t focus on celebrity endorsements or glamour shots but instead harnessed the power of relatability, creating an advertisement that resonated with both urban and rural consumers alike.
This slogan became so popular that, according to reports from Mint, it was referenced over a million times across social media platforms within just the first few months of the campaign’s launch. The reach and recall of Fogg’s advertising campaign were unprecedented, helping the brand achieve top-of-mind awareness. Consumers across the country, from metros to smaller towns, started asking not just for a deodorant but specifically for “Fogg.”
As a result, in less than a year, Fogg was able to achieve a staggering 16% market share in the Indian deodorant sector, overtaking competitors such as Axe, which had previously dominated the market.
The Numbers Speak: Fogg’s Market Domination.
In less than two years, Fogg went from an ambitious newcomer to a market leader. By 2013, Fogg had achieved an incredible 17% market share, making it India’s best-selling deodorant. By 2016, its market share had grown to 21%, and by 2020, it held an astonishing 25% of the market, outpacing rivals like Axe, Wild Stone, and Nivea. According to data from Nielsen, Fogg’s annual revenue crossed ₹1,200 crore, placing Vini Cosmetics among the top players in India’s fragrance market.
In fact, in a survey conducted by Economic Times in 2021, over 65% of respondents cited Fogg as their “first choice” in deodorants due to its long-lasting fragrance and value for money. This consumer preference translated into sales figures that reinforced Fogg’s position at the top. In 2022 alone, Fogg sold over 100 million bottles, with each bottle giving users more sprays compared to its gas-based competitors.
Beyond Just a Deodorant: Building Brand Loyalty.
Another reason for Fogg’s success lies in its ability to build brand loyalty. In a market where switching costs are low and new options are plentiful, Fogg has managed to retain a loyal customer base through continued consumer-centric marketing and product innovation. The brand introduced various fragrance options within the non-gas format, catering to diverse tastes and demographics. For example, in 2019, Fogg launched its “Essence” line targeted at young, urban women, which quickly became a top-selling product in the women’s fragrance category.
Additionally, Fogg capitalized on its brand’s popularity by expanding into related categories such as perfumes and body mists, further strengthening its position in the fragrance market. This brand extension strategy helped Fogg establish itself not merely as a deodorant brand but as a full-fledged fragrance company.
Innovation vs. Replication: The Fogg Formula.
One of the most intriguing aspects of Fogg’s rise is how it forced competitors to follow suit. Seeing the success of Fogg’s non-gas formula, several brands quickly adapted and launched their own non-gas variants. However, these replicas didn’t succeed as expected. Fogg’s early entry and consistent branding efforts had already cemented it as the “original” non-gas deodorant in the minds of Indian consumers.
Even as other brands attempted to copy Fogg’s formula, they couldn’t replicate the deep consumer trust and brand loyalty that Fogg had built. This loyalty was largely the result of Fogg’s insistence on offering value rather than flashy marketing, proving that sometimes, what resonates with consumers most is simply giving them a quality product that meets their needs without gimmicks.
The Cultural Impact: Fogg as a Part of Everyday Conversation.
Fogg’s tagline didn’t just sell a product; it entered the cultural lexicon. The question “𝗞𝘆𝗮 𝗖𝗵𝗮𝗹 𝗥𝗮𝗵𝗮 𝗛𝗮𝗶?” became a catchphrase used in everyday conversation, with “Fogg chal raha hai” morphing into a shorthand for discussing what’s trending or popular. This cultural penetration is rare and was a significant contributor to Fogg’s continued success, as it kept the brand relevant and fresh in the minds of consumers long after the initial campaign ended.
A Case Study in Consumer-Centric Marketing.
Fogg’s journey from an innovative idea to a market leader is a masterclass in consumer-centric marketing. By identifying a gap in the market—consumer dissatisfaction with gas-based deodorants—Fogg created a product that truly delivered on longevity and value. Its memorable campaign struck a chord with the Indian populace, turning it into not just a deodorant but a cultural phenomenon.
Today, Fogg stands as a testament to the power of understanding and delivering what customers truly want. In a world where companies are often eager to rely on flashy marketing and celebrity endorsements, Fogg took a different route, focusing on genuine consumer needs and providing lasting value. And as their success story shows, when you give customers what they want, you don’t just win a market—you create a legacy.