Pankaj Duhan, Chief Marketing Officer, Reckitt Benckiser, South Asia Health says he is happy with the company’s current 50% market-share in the hair removal products category, and the focus is on innovations to bring newer benefits to customers
Q] Can you elaborate on your new product, Veet Nikhaar?
We are super excited about Veet Nikhaar because it promises a benefit of not just silky smooth skin but also a visible glow after the depilatory process. Our brand is already the leader in the hair depilatory category in India, but we want to keep innovating to bring newer benefits to the consumers.
Q] How are you marketing Veet Nikhaar?
We have a 360-degree marketing campaign. It’s a big launch for us, so we have a TV commercial, a digital plot, an in-store programme along with the POSM (Point of Sale Materials) outlets and also plans for the product on e-commerce platforms. The spends will be significantly incremental. Our brand typically spends a fair chunk of money on Digital, and we plan to continue to do that even for this campaign.
Q] What has Shraddha Kapoor, your brand ambassador, added to the brand?
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Masstige Above Prestige
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Be Authentic While Telling Stories...
These are some of the most common questions I face when I introduce myself as the head of content for Vice India.
