Deodorants are going to be next innerwears in India
Advertising Executive Sam Balsara summed it up all, when he said in Anupama Chopra's show "A baniyan is a baniyan is a baniyan!" (see from 10:40 to 12:40) The non-differentiation in the inner-wear industry made sure that every single brand owner found an alternative route. And that route was bollywood star endorsement. From Shahrukh to Salman, from Saif to Hrithik, every so called "100 crore star" made sure, to remove his shirt for one inner-wear brand or other, so that Rupa can be differentiated from Amul Macho. (though don't think they succeeded) Now another industry is getting inflicted with the same endorsement bug- the deo industry. And not for anything - In last 5 years, the deo industry has grown from Rs 5 billion to staggering Rs 23 billion. If you look back only a couple of years back, the only value prop, deo companys used to bring was to attract girls (really?), on the lines of HUL brand Axe. It all change