Rover, a deodorant brand that entered the market in November 2013, is looking to steer clear of the positioning adopted by competitors, according to Punit Agarwal, MD, Vemb Retail.
The brand’s marketing efforts went live only in April 2014. The intent was to be present in the market prior to launching the marketing efforts, explained Agarwal, in conversation with Campaign India. The brand roped in McCann Erickson to come up with its brand proposition: 'Men Within'.
On the positioning, he said, “We are targetting go-getters. People who want to prove themselves constitute our target audience."
Agarwal explained, "We want to stay away from the chick-magnet positioning that lots of brands currently use. We are instead focussing on the 'inner values' of these men. Men these days live the western world culture and are playing six to seven different roles in a single day. We have leveraged that fact and come up with six variants for our range. We don't want anyone to have a misunderstanding that after a spray of a deo, he's going to stand out. The person will always have to prove himself to stand out."
The company ran a contest on social media titled 'Khula Dhakkan Nikla Hero', which ran in April and May. The winner of the contest has become the face of the brand for a year and will also feature in TVCs that should go on-air later this year. Besides social media, the brand also straddled print and radio to promote this campaign. The brand's social media is run by The Brand Saloon.
Agarwal added that the brand's Rs 30-crore marketing budget for this financial year will be used for promos during the ICC Cricket World Cup (February-March 2015), in-film advertising and on-ground events across colleges.