Friday, September 19, 2008

Wild Stone : Wild by Nature

Brand : Wild Stone
Company : McNroe Chemicals Ltd
Agency : Asian Shopping Club

Brand Analysis Count : 349

Sex Sells or does it ?

Well an ambitious chemicals company in West Bengal thinks that Sex sells . So when they wanted to sell deodorants they put that principle into practice.

The result speaks for itself. Their ad which is available in the youtube is watched more than 8 lakh times. A brand search in the google gives you 100 invitations to see the uncensored ads. So at times sex do sell.

Wild Stone is a market challenger. This brand from an unknown company has been able to make its presence felt in the market thanks to the controversy generated by the ad.

The ad is set in the background of Durga puja. The plot is that a homely bengali lady accidentally bumps into a stud and the Wild Stone perfume takes her into a fantasy involving the stud.
While youtube has the uncensored version, the channels are showing the heavily censored version.

Compared to the raunchy ad of Amul Innerwear, this ad is not of bad taste but ofcourse its highly suggestive ( I am talking about the censored version ).

In a report in Live Mint, the company clarified the heavy use of sex in their ads by saying that the TG which is 15-30 is highly influenced by these type of commercials.

Like in the case of Amul innerwear , these type of commercials helped these brands break the clutter. According to Live Mint, there are about 37000 television ads which are shown on every day. To make the customer discuss about the ad is not a child's play. For a small company with a limited budget, its a jackpot if their commercial is discussed and shared.

I think these controversial ads help these brands get the trial sales very fast. And for a new brand , getting trial sales is of significant importance. Because if the product is good, the customers will come back .

But there is a risk factor also. The risk comes from the regulators and civic society who will definitely cry foul. Recently Government has asked HUL to withdraw the commercial of Axe Dark Temptation.

Another risk is with the execution . The agency has to be very careful not to offend the customers. If the customer is forced to switch the channels because of the ad, its not going to help the brand.

In the case of Wild Stone Deo, the censored version has helped the brand to break the clutter and I bet many have checked out this brand. I am yet to find this in my city hence not able to comment on the price. I feel that is priced at a premium.

But there is another issue. From here to where ?

Amul Innerwear has released the follow up commercial which was again little controversial . For Wild Stone, the challenge is to bring the brand into focus.

The tagline ' Wild by Nature ' will prompt the agency to follow the current route which I feel may not do well with the brand. The brand should aim to build on the current eyeballs into developing a positive association with the brand through the follow up campaigns.

Related Brand
Amul Innerwear

Picture courtsey
Cutting the chai


  1. In my personal opinion, selling sex is ok if it is done without the religious backdrop. The use of sex in the ad itself shows the lack of innovative ideas, but putting the religious colour is disgusting.Why only a bengali in particular?? Moreover, I feel this ad is more suggestive than the Axe ad, and it shows the Indian hypocrisy when this ad is allowed to air while the other is banned.

  2. Dear Harish

    Which city you are placed as mentioned the product is not available.

  3. I recently came across your blog and have been reading along. I think I will leave my first comment. I don’t know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

  4. i want a wild stone aqua fresh deo but it is not available in kerala(kannur)

  5. i want to buy wild stone perfume but it is not available in delhi ncr


  6. i want wild stone dilership con me west bengal (M)09126327955



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