After a deep understanding of the Indian male and his growing need for grooming, Set Wet was launched as a Hair Styling Gel. One of the most important reasons a man wants to be well groomed is ‘women’

Positioning

Set Wet positioned itself as the brand that ‘makes men highly desirable for women’

Communication theme

‘Very Very Sexy’

Result

In just one year, Set Wet became a 15 cr. brand, giving the Client the confidence to extend it into a range of products

Category Extension

• After making Set Wet successful in hair gels, Zatak Deo was launched in a category dominated by AXE
• Using a distinct brand personality and the overall promise of making a man ‘Very Very Sexy’, Zatak communicated how ‘women would lose control’
• 30 cr. sales turnover in the first 9 months of Zatak’s launch
• Something that took AXE 10 years

Line Extension

Set Wet Zatak SPORTY was recently launched to target men with a sporty bent of mind and to expand its user base

Set Wet offers a range of male grooming products like Fairness Cream, Shampoo, Shaving Foam, besides Hair Styling Gels and Deos