Sunday, July 08, 2007

OxyWash : Add Life To Your Clothes !

Brand : OxyWash
Company: Enzyme Technologies Pvt Ltd (ETPL)
Agency : ib&W


Brand Count : 248

OxyWash is a new brand that is making lot of noises in Southern India.The brand comes from a lesser known Company Enzyme Technologies Pvt Ltd. The company is basically a firm engaged in the manufacturing of laboratory equipment, reagents and chemicals. The company website gives the information that ETPL is a 100 crore company.

OxyWash is interesting because of three factors :
a. It takes lot of guts to enter into the fiercely competitive detergent market.
b.The brand tries to adopt a differentiation.
c. The brand is being promoted heavily and that means that the company is serious about this brand.

OxyWash is one of its kind in the detergent market especially in India. The concept of using Oxygen is washing purpose is popular in the European countries . The brand according to the advertisements, the product has two components ( two pouches) one containing the detergent and another that releases oxygen when dissolved in the water. The oxygen gives the clothes freshness and Life.

OxyWash is positioned as an ecofriendly economical detergent that makes your clothes full of life.The brand adopts the tagline " Add Life to Your Clothes" . I think the brand was successful in trying to differentiate with the gaints Surf and Ariel and is taking a new route. The brand has roped in the Tamil Film Actress Meena to endorse the product. Right now the brand is being promoted heavily in print as well as in Television. The brand is focusing on its product features like Auto Sterilizing, Non Toxic,Bio- Degradable and Anti Microbial properties to impress the TG. The use of the celebrity has given this brand an instant impact. I am not sure whether the brand is priced a premium. The major negative I see is in the packaging. The packaging looks stale and looks totally unattractive.
OxyWash is moving in right path but the future is very tough.The Oxygen property can be hijacked by its big competitors and negated using a variant.Second threat is the sustainability of the promotional efforts. Will be brand be able to spend heavily throughout? The success will very much depends on whether the brand is able to attract repeat users. The brand has not started sampling yet. Since this is a new product, extensive sampling will help create more publicity and word of mouth.