How Mudra helped build Itchguard from scratch

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.  

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.  

Latest Reads
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM
WATConsult celebrates 11 yrs with unique board game

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched PlayAgency, an innovative board-game, as part of its 11th anniversary celebration. To break the monotony of regular anniversary campaigns, the agency came up with something unique which caters to all...

MAM Marketing Brands
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia

Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight...

MAM Marketing MAM
Perfetti Van Melle hands over media duties to Wavemaker

Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker.

MAM Marketing MAM
The rising trend of coopetition among brands

MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories