Fogg (brand)
| Fogg | |
|---|---|
 A canister of Fogg deodorant | |
| Product type | Deodorant |
| Produced by | Vini Cosmetics |
| Country | India |
| Introduced | 2011 |
| Markets | India |
| Website | viniinternational |
Fogg is an Indian deodorant brand. It was launched in 2011 by Vini Cosmetics. It's known for its "no gas perfume spray" proposition, which it conveys through advertisements with the catchline "Kya chal raha hai? Fogg chal raha hai" (What's going on? Fogg's going on).[1]
Fogg is often regarded as the brand that disrupted the deodorant market in India.[2][3] It is currently the market leader in India's deodorant industry with 20% share.
History
Fogg was launched as a deodorant brand of Vini Cosmetics in 2011 by Darshan Patel, former promoter of Paras Pharmaceuticals. In 2013, it moved past Axe to gain the largest market share of 13%. According to a report in The Times of India, this was partly attributed to its proposition of "more sprays in a bottle".[4] Fogg claimed that its deodorant bottles would last 800 sprays.[5]
In 2015, the brand contributed 80% to its parent's turnover of over INR 500 crore.[6] In 2025, its market share rose to 20%.[7][1]
The brand is available in 36 variants and is exported to 65 countries.[8]
Marketing
Fogg launched its first ad campaign around 2013, focusing on "no gas" proposition.[9] According to The New Indian Express, Balaji Wafers used the "no gas" proposition for an ad.[10]
In 2015, it launched an ad campaign with the catchline "Kya chal raha hai? Fogg chal raha hai" (What's going on? Fogg's going on). The catchline soon became synonymous with the brand.[11] The campaign was created by The Womb.[12]
See also
References
- 1 2 Gulati, Triya. "Seduction to sanskar—How Darshan Patel's Fogg helped India's deo market grow up". ThePrint. Retrieved 18 May 2026.
- ↑ "fogg exudes the sweet fragrance of success". BusinessLine. 20 October 2016. Retrieved 18 May 2026.
- ↑ Susan Pinto, Viveat. "Fogg disrupts deodorants". Business Standard. Retrieved 18 May 2026.
- ↑ "Fogg clouds Axe effect, rises to number 1 spot". The Times of India. 17 December 2013. Retrieved 18 May 2026.
- ↑ Shaikh, Ayesha (11 August 2016). "Hilal takes a Bold step". Aurora Magazine. Retrieved 18 May 2026.
- ↑ "Fogg deo maker Vini Cosmetics clocks Rs 500 crore in sales". ETBrandEquity.com. Retrieved 18 May 2026.
- ↑ "Fogg Alert". Business Today. Retrieved 18 May 2026.
- ↑ "Fogg maker Vini Cosmetics gears for new chapter". www.forbesindia.com. Retrieved 18 May 2026.
- ↑ "Brand journey: Fogg, a challenger brand that left category leaders with no gas or steam". ETBrandEquity.com.
- ↑ Goyal, Sandeep (15 December 2019). "Balaji does a fogg to wafers using ayushmann". The New Indian Express. Retrieved 18 May 2026.
- ↑ "Fogg revives iconic 'Fogg chal raha hai' campaign, takes a dig at Pakistan". www.afaqs.com. Retrieved 18 May 2026.
- ↑ Sharma, Mansi (7 June 2022). "Sexism in deo ads: Not new to Indian market - Exchange4media". Indian Advertising Media & Marketing News – exchange4media. Retrieved 18 May 2026.