Background

After the successful launch of the re-designed Wild Stone family of deodorants, the range was set to receive its first sub-brand, called Red Passion (we shortened it to Red).

Brand thinking

The colour red is central to Indian culture, while its global associations remain valid. The problem was to link the colour to the Wild Stone premise of an unexpected, but entirely possible sexual encounter. A brainstorm threw up the idea of Holi, a festival of riotous colour (and the occasion of many a sexual escapade). The red powder connotes not just a Holi colour but also ‘kumkum’, worn by married women, who also figure in popular male fantasies.

Solution

Before thinking about Red, it was necessary to charts out a course for the Wild Stone sub brands in the future. Our approach was to unleash a series of avatars of the brand’s distinctive claw mark—by now strongly established and recognised by consumers. The Red version depicts the red powder, in a manner that suggests that it has been disturbed by physical contact.