WHAT VINI GOT RIGHT

► Identified a latent need — consumers wanted a long-lasting deodorant

► Launched Fogg with a “no gas” proposition, a first of its kind in the market

► Spent huge amounts on advertising — at least 3X more than competition

► Brought in new variants of Fogg to offer a greater choice to the consumer base

► Created unique sub-segments that not just worked, but gave higher margins

► Focussed a lot on distribution, complementing the high-decibel advertising