Eight years back, Fogg overtook the market of advertising with a campaign that made a mark in people’s minds to such an extent that a casual “kya chal raha ha’ would make people answer “Fogg chal raha hai”.
Such is the level of creativity of the marketing team behind Fogg. And now, after 8 years, they have come back with a new campaign, ‘Kya chal raha hai’. There are three videos (shared below):
In summary, Fogg's latest campaign breathes new life into the iconic "Kya Chal Raha Hai" catchphrase, promising to continue its legacy of engaging and entertaining the Indian audience.
From a marketing perspective, Fogg's "Kya Chal Raha Hai" manages to captivate and engage audiences even in today's world of ever-evolving trends and viral content. It does so without the traditional male gaze or the typical application shots, setting a new standard for communicating with Indian youth.
Darshanbhai Patel, CEO of Vini Cosmetics, comments, “For some marketing gurus, the Fogg chal raha hai campaign may have seemed absurd, bizarre and possibly be questioned on its’ ROI’s and for others it may have been seen as 25-seconds of laugh-off. However, for us, it has been one of the most instrumental levers in growing and dominating the Indian fragrance market for the past 8 years. While the first campaign came from insights gathered from the market, the new campaign comes from the consumer's demand to re-engage with their loved brand.”
Since 2015, the agency behind strategizing campaigns for Vini cosmetics is The Womb. And on launching the new campaign, the founder of The Womb, Kawal Shoor, says, “As many jitters as we had before the release of Fogg Chal raha hai campaign in 2015, the way consumers recall the communication, and the use of it in their everyday lives even today confirms the simplicity and effectiveness of this campaign. The campaign's impact on the business and the brand has been sustained. The new take on ‘kya chal raha hai’ will only take it higher.”
The best thing about the idea is that the creators thought about their users. And as a result, their campaign is loved by all.
Akshat Trivedi, head of creative, The Womb, shares, "People received the campaign Fogg Chal raha hai lovingly, made it a part of their conversations, and even whipped up their own unique remixes. We knew we had to create something equally special to win their conversations all over again. There were quite a few 'what's next' scenarios, but we made one thing clear from the start - no over-the-top intellectualization. In the latest campaign, we're bringing back a few fan-favorite characters and there's something very different we have attempted and delightfully mind-boggling that people probably haven’t seen in advertising. After all, the Fogg way of doing things is always a little unexpected!”
Renzil D’silva, director – Ignition Films, said, "Working on a Fogg ad is always special for me. Right from the time I directed the first leg of the campaign back in 2015 and watched how the country made Kya Chal Raha Hai…Fogg Chal Raha Hai is part of the lexicon. I believe this new set of commercials I’ve worked on with my partners in crime, at The Womb, will take that legacy even further. The scripts are provocative, edgy, and filled with Fogg’s unique brand of irreverence. Making them was like coming home.”
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