MUMBAI: Metrosexuals have busted what was once a predominantly female bastion – cosmetics. Reason why more and more such companies are entering the Indian market; deodorant manufacturers being one of them.

Joining comparatively new entrants like ITC’s Engage and Vini Cosmetics’ Fogg and veterans including Axe and Park Avenue is the Rs 1821 crore FMCG major Emami’s brand new deodorant ‘He’.  With the pan-India rollout of ‘He’ currently underway, in the initial phase, the deodorant will  be available across all markets with a special focus on 23 top cities including metros, mini metros and tier I and tier II cities in the north, west and east. ‘He’ will be introduced in Hyderabad and Bangalore in the second phase.

So what made Emami enter an already crowded turf? “It is a big and growing category and hence, has the potential for differentiated offerings. We don’t believe in entering any category or launching any product just for being there. We only enter a category when we are able to get the right mix for the launch of any product and have the strategy in place to attain success,” says Emami director Harsha V Agarwal.

Agarwal argues that the deodorant segment has dynamic prospects as the level of penetration is very low. Also, in this category, not too much brand loyalty is exhibited by consumers as there is a multitude of me-too brands to choose from. Importantly, ‘He’ makes a differentiated promise to the customer of ‘being interesting’ as opposed to ‘being normal’ which is ‘boring’. Adding to the appeal is an unique fibre mould packaging which is sure to attract customers’ attention.

‘He’ will be launched in six variants—Smart, Confident, Extrovert, Recharge, Ruler and Magician. What’s more, actor Hrithik Roshan has been roped in as brand ambassador. “Hrithik is the youth icon, popular amongst the youth and teenagers both.  He is different from the run-of-the mill actors and has never hesitated to take up interesting and challenging roles, resulting in many blockbuster films,” says Agarwal about the choice of ambassador. As for the name ‘He’, he says, “It is short, synonymous to masculine, so an apt name.”

Emami is undertaking an extensive social media marketing campaign #WhoisHe in the pre-launch phase. The launch is supported by 360 degree integrated communication including digital media. The campaign featuring Hrithik has been conceived and developed by Leo Burnett.

According to a brand consultant, there is enough space in the market. Pricing will play a factor if people will pick it up from the shelf.