Itch Guard: "Active Logon Ki Pareshani"

Brand: Itch Guard

Success Story

Keep On Scratching..!!

Have you ever used Itch Guard? Seems a weird question or rather uncomfortable when asked in public. But wait, what if talking in public about this product is no more a matter of shame or embarrassment. 

Itch Guard , as the name suggest is a specialist brand dealing with Intertrigo. Intertrigo is the medical term for itch caused due to sweat. The brand which was launched in 1998 is now a market leader in the anti-fungal itch creams. The itching issue is one of those issue which is often considered as an issue due to unhygienic lifestyle. This makes it very personal in nature and something which can not be talked about in public.

 The launch of the product was mainly based on the consumer insight that “Sophisticated people do not scratch in public”. So the brand developed their campaigns accordingly and put their first TV commercial which depicted the itching issue in groin area of men, caused mainly due to sweat. They even created a character ITCH which resembles with the cacti mnemonic. All of a sudden the Ad became a huge hit.

But the brand never realised that this kind of positioning of their product will cause certain problems in future.People started considering this brand as a brand related to severe itching issue. After the first TV commercial, many more TV commercial got aired which eventually gave this believe more strength.          

To overcome the issue and in order to change the public perception the company came up with a new Ad. This ad was all about convincing the people that itching is not related to their unhygienic lifestyle but rather related to active lifestyle. They came up with a new tagline “Active logo ki pareshani”. This Ad was again a huge success which broke all the taboo related to this product. It helped people to gain confidence in order to purchase the product without any embarrassment. 

This is huge success story of Itch guard which teaches us how the problems can be resolved if we keep on listening to customer.