Taproot creates Set Wet's new 'Envy' campaign

Mumbai: Marico?s Set Wet has launched a new advertising campaign created by Taproot India.

Taking a ?slice of life? from the young consumers, the new ?Envy? campaign seeks to breathe freshness in the category by taking a new look at the changing dynamics in the mating game.

Unlike, other campaigns which focus on the impact the Set Wet guy has on girls, the new campaign focuses on the impact the brand has on the boyfriend of the women charmed by the Set Wet Guy. The insight here being that relationships today are becoming increasingly ephemeral and guys are more insecure now than ever before, the company said.

Marico EVP and head marketing-Consumer Product Business Sameer Satpathy said, "Ads piggybacking on attracting the opposite sex often look similar. The challenge was to make it stand out, and music being the best connect, it has been used in a manner that makes it colloquial and yet cool."

Taproot co-founder Agnello Dias added, "Set Wet was obviously a very robust brand when it came to us and there are quite clear drivers that rule the category. We felt it would be interesting to shift the needle from the tried and trusted Girl?s-will-lust-for-man-using-brand X to a slightly quirkier space. So the whole thought of layering jealousy over attraction came about. Because when girls love you it?s natural that their men will not like you too much."

Additionally, given that ?music? is in the DNA of the youth today, the campaign seeks to leverage the same with an international mix number composed by Sameer Uddin.

The media agency working on the account is Madison Media.

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