Set Wet has now a brand ambassador in the form of Aditya Roy Kapur. Since the take over of the brand by Marico, this is the first major shift in the strategy for Set Wet brand. According to media reports, Marico intends to position this brand for the youth and concentrate on hair styling products. The brand now has the endorsement from the upcoming star Aditya Roy Kapur.
Watch the ad here : Set Wet Aditya Roy Kapur
The brand has retained the " Be Sexy " positioning but added some more class to the brand campaign. The brand has also changed the tagline from " Very Very Sexy " to " Sada Sexy Raho " meaning be always sexy.
Despite the much used Sexy positioning, I liked the way Set Wet has used this theme. The brand is perceived to be a cool brand and the latest campaign emphasizes this coolness. I liked the execution of the ad and brings in a freshness to the brand.