Kerala, a key market for Domex, contributes 14% to the brand’s annual business, securing its No. 2 position in the INR 1330 Crore toilet cleaner segment.
Post-COVID, the shift to normal life affected Domex’s Brand Awareness and key Endorsement Parameters, impacting its market share in Kerala. To address this, Domex needed an immediate
High-Impact Market Activation, emphasizing its new Odour Block Technology that prevents malodour for 3 days.
Domex defined its key objectives as,
Reach the Housewives of Kerala to communicate & establish its new Odour Block Technology
Drive TOM recall amongst existing users of toilet cleaners to switch to Domex.
Drive Purchase Consideration among consumers
