By Abhijeet Dhakane, Roll no.

78
 About FOGG
● Production of Vini Group of
Companies
● Tagline - Bina Gas wala Body-Spray
● USP - Doesn’t get blown away like
other deodrants, lasts longer
● Has a differentiated value proposition from all its
competitors
● Available in different variants
 SUMMARY OF THE ADVERTISEMENT

❏ In India when people meet friends or acquaintance the first

question asked is “Kya chal raha hai?” this is same as how
Americans meet and greet by saying “Whatsup!!!”Brand very
subtly wanted to present the long lasting feature of its product
as the company commits the spray lasts 800 sprays.As the
product lasts longer than usual Deo’s, so, “Fog, chal raha hai..”
❏ Almost every Indian has seen Fogg’s Kya Chal Raha hai
campaign. Also, catchy taglines such as catchy punchlines such
as “Bina gas wala body spray”, “Kitna body me lagaya, kitna
gas me udaya”, and “800 sprays guaranteed” have attracted a
large audience to use Fogg.
 ANALYSIS OF THE ADVERTISEMENT
● There is a term in the advertisement world called - Breaking the Clutter.it triggers a
response to one of the most common sentences used widely in India?
"Kya chal raha hai?" (What is going on?)

● This is one of the most used conversation starters in the country and almost
everybody irrespective of gender, age and standard of living uses it.
● And when people are bombarded with a campaign around this, it gets their attention
and the objective of the brand which is - capturing mind share - is met.
● Not many people would have known before the campaign that there exists a brand
called 'Fogg'. But this one along with the 'No gas campaign' with which the brand was
initially launched has already made it the market leader in its category and this
campaign has given a growth of 30% within the three months. If you ask anyone to
name a deo brand which comes to their mind - they would invariably say - Fogg !!
 CHALLENGES FACED AND ASSUMPTION
● Fogg’s success has led new competitors to come up with a
similar marketing strategy, such as the Envy 1000 spray
and many more

● The Advertisement at start was really irritating yet they

took the risk
The Main Challenge was to compete with already
established 500 Brands competing

● Not every one is gonna buy the perfume knowing its bina
gas vala or lasts longer as its cheap and many prefer the
brand they all are well settled in or foreign brand which
is high cost to show off
 SOLUTIONS TO CHALLENGES

● The irritating advertisement that is ‘Kya Chalra Hai’ actually worked out really well
as :
● Firstly, The name of FOGG is given from the first letter of two sentence:
Friend of Good Guys, and Friend of Good Girls.
● Secondly, the story behind Particular ad, In india, previously, most of ads of
deodorant are convincing lie to customer, that is going outside after spraying
deodorant, 10–15 girls will get close to you, but in reality that is not happening. On
other hand, after consumer research, Management came to know, that customer
are not complaining about competitors quality, price and smell, but their bottle get
expired earlier and have to go buy new one. That’s they introduced their 1st ad
“bina gas wala fogg”.
● Secondly, in india, normally people asking “what is going on ? When they are
meeting others. and reply given in ad “fogg is trending in the market!” that is a very
simple eye opening reason to convince consumer rather than lie and unrealistic
promise by competitor.
 APPLICATION AND THEORIES RELATED TO OM
Dimensions of Product/ Service Quality

Performance Durability Appearance Features

The Performance is
The Product Fogg The Look of Fogg The Main Feature
really better compared
has the best Spray is really of this Fogg
to other brands as it
durability as in one amazing and the Perfume is the
lasts longer because it
ia s ‘Bina Gas Wala of the advertisment smell is also the ‘Bina Gas Vala
Perfume’ . it mentions the no. unique one , it Perfume’ as it
The advertisment also of sprays before looks like a contains no Gas
mentions ‘Fogg chal running out ie. 800 expensive perfume and this the the
raha h’ meaning its Sprays and the but its actually
lasting even after a lot most unique thing
smell which we cheaper than many
of time after applying have applied lasts they came up with
brands in the
perfume as other longer than any which shook the
market and its has
perfume fade away other brand Deo/Spray Market
‘Bina Gas Vala
soon
Perfume’