| indiantelevision.com's MAM Special Report |
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How Mudra helped build Itchguard from scratch
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Indiantelevision.com Team
(9 September 2002 5:00 pm) |
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| Launching Itchguard, a cream which
provided relief from 'itching' proved to be a challenge for Mudra
as they were required to promote the product in an interesting manner
which was not distasteful and yet position it as a specialist medicine
which brought instant relief from sweat-itch… |
It was a ticklish task that Mudra faced in the summer of 1998 when
Paras approached it with its new product - Itchguard. The thorny issue
of itching caused by sweat retention, moisture in the folds of the
skin, tight garments, warmth and friction had thus far been tackled
with traditional relief providers like talcs and prickly heat powders.
The agency was faced with the mammoth task of educating people about
the fact that Itchguard was a specialist cream for relieving the problem
of sweat - itch and proving its superiority over other contenders.
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 Based
on the consumer insight that respectable people do not scratch in
the presence of others, the agency launched a series of commercials
which targeted sweat itch experienced by men in the groin area and
in the waist area by women. The agency also developed a cactus-like
character Itchy, to represent the feeling of itchiness. These
commercials which highlighted the suffering endured in a situation
where it was not possible to resort to scratching, were successful
in encouraging the consumers to try the product. Eventually the product
proved its dominance and surpassed other remedies like Nycil, B-Tex
and Sapat, claims Mudra. |
However, the Qualitative Research Study undertaken by the agency in
2000 revealed that sweat itch was being perceived as a serious problem,
thus leading to the usage of the product by serious sufferers only.
Thus the new challenge before the agency was to broaden the user base
of Itchguard by making the brand relevant to the non-serious sufferers
of sweat itch as well. The agency launched a series of new commercials
to prevent the cream from getting slotted as a 'groin only brand'
but as a cream effective for any kind of itch.
The strategy worked and led to Itchguard reigning supreme in the category
of 'itch creams'. |
Mudra claims that Itchguard is today the second largest brand in the
anti-fungal OTC category, with 25 per cent market share and is growing
at the rate of 50 per cent per annum in an otherwise declining anti-fungal
category. |
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