Dec 10, 2025
In the world of fragrances and deodorants, Fogg and Axe have become two of India’s most recognized and loved brands. But their success didn’t happen by chance. Both brands used powerful marketing campaigns that understood human emotions, culture, and trends. While Axe focused on aspirational confidence and charm, Fogg redefined value and performance. Today, even their campaigns are evolving to reflect modern ideas of attraction and self-expression.
Axe: Selling Confidence and Style
When Axe entered the Indian market, deodorants were seen as basic hygiene products. Axe changed that perception entirely. Instead of just selling a scent, Axe sold confidence, charisma, and playful appeal. Its ads became legendary, portraying young men in humorous, bold, and sometimes romantic situations.
The tagline “Axe Effect” became synonymous with feeling attractive and confident. Every variant from Dark Temptation to Pulse was marketed as a lifestyle identity. The focus was always on how the user feels and expresses themselves, which resonated strongly with the youth and helped Axe dominate urban and campus markets.
Fogg: From Flirting to Confidence
Fogg entered the market with a simple but powerful promise: more perfume, no gas. Its tagline “Fogg chal raha hai” emphasized value for money and longer-lasting fragrance, which made the brand relatable to everyday consumers. Unlike Axe, Fogg focused on practicality rather than fantasy. It convinced customers they were making a smart, reliable choice.
Updating the Campaign for Modern Trends
Traditionally, Fogg’s campaigns often portrayed a girl using the fragrance to attract a boy. While this worked in the past, today’s audience thinks differently. Modern marketing has shifted away from gender-specific attraction to self-expression, confidence, and inclusive appeal.
Now, Fogg campaigns can focus on:
A girl or boy using Fogg and feeling confident, playful, or adventurous.
People notice her or him because of personality, energy, and charm, not just flirting.
Attraction being inclusive: boy-to-boy, girl-to-girl, or simply admiration of confidence.
For example, a modern Fogg tagline could be:
“Fogg - wear your confidence”
“Fogg - the scent of who you are”
“Fogg - make your presence count”
These updates keep Fogg relevant for Gen Z and millennials while preserving the brand’s essence of long-lasting fragrance and everyday reliability.
Marketing Lessons from Fogg and Axe
Perfect Audience Targeting
Axe spoke to emotions, style, and aspiration.
Fogg focused on logic, value, and performance.
Memorable Taglines
Axe Effect and Fogg chal raha hai created instant recall and brand awareness.
Consistency
Axe stayed stylish and playful.
Fogg remained reliable, practical, and honest.
Cultural Relevance
Axe connected with youth and urban lifestyles.
Fogg connected with everyday life in India.
High Visibility
Both brands invested heavily in TV, print, digital, and retail marketing, keeping the products constantly in front of consumers.
Adaptability
Both brands adapt with changing trends. Axe now focuses on confidence beyond romance, and Fogg is evolving to include inclusive attraction and personality-driven campaigns.
Why They Remain Leaders Today
Even with newer brands entering the market, Fogg and Axe continue to lead because they built strong identities early on. Axe is associated with style and bold confidence, while Fogg represents long-lasting fragrance, value, and smart choices.
By updating campaigns to reflect modern trends like inclusivity, self-expression, and mood-based attraction both brands remain relevant for today’s consumers.
Final Thoughts
The success of Fogg and Axe proves that marketing is as important as the product itself. Axe sold confidence and style; Fogg sold trust and value. Today, fragrance marketing is moving beyond traditional gender norms to celebrate personality, mood, and self-expression. This evolution ensures that brands that understand people, culture, and trends will continue to thrive in the years to come.
Fogg and Axe, Fragrance for Every Mood, Every You.
