digital tripathi
Contact Us
wild stone

Best Wild Stone Ads

Find campaigns focusing on Wild Stone

Assess the Wild Stone Commercials in our library

Review these commercials to understand the brand’s unique, sometimes changing, approach to storytelling. Each ad highlights a memorable piece of work. See how the company communicated its offerings to the world.

Wild Stone: Kunal’s ‘Lasting First Impression’ Campaign

About Wild Stone

Wild Stone is a prominent Indian personal care brand owned by McNROE Consumer Products Pvt. Ltd., known for men’s deodorants, perfumes, and grooming products.

Launched as a major challenger to “Axe” in the Indian market, it is recognized for fragrances like Red, Grey, and the premium CODE range.

  • Founder: The brand was founded in 2005 by Narendra Kumar Daga, who is often referred to as India’s “perfumery genius”.
  • Market Position: It is positioned as a leading, affordable, and masculine fragrance brand in India.

Market Presence & Advertising

Wild Stone serves as a masterclass in brand positioning and disruptive storytelling within a hyper-competitive FMCG landscape. While giants like Unilever (Axe) and ITC (Engage) dominate with massive budgets, Wild Stone carved out a top-three spot in India’s ₹3,000+ crore deodorant market through a distinct strategy.

The brand is well-known for its creative and sometimes controversial marketing.

  • The “Log Toh Notice Karenge!” campaign gained significant traction.
  • Actress Riya Sisodiya rose to fame after appearing in a 2022 Wild Stone advertisement featuring the song “Nasha”.
  • Model and actress Alankrita Sahai has also been featured in several Wild Stone television commercials

Brand positioning and disruptive storytelling

The Positioning Shift: “Chick Magnet” to “Seduction with Depth”

Most competitors in the early 2000s followed a “spray and get the girl” trope. Wild Stone refined this by focusing on the psychology of attraction rather than just physical appeal.
  • Brand Persona: It positioned itself as bold, masculine, and mysterious—an aspirational identity for men aged 18–35.
  • The Power of Fragrance: Unlike “no-gas” competitors who focus on quantity (e.g., Fogg), Wild Stone consistently emphasizes fragrance expertise and the “sensorial experience” of fine perfumes.

Brand Evolution

As a student, notice how the brand evolved its messaging to remain relevant across generations:
  • Early Phase: Used the tagline “Wild by Nature” with provocative imagery to grab attention in a conservative market.
  • Growth Phase: Introduced “Log Toh Notice Karenge” (People will notice), moving from raw attraction to a more confident, understated social presence.
  • Modern Premiumization: Launched Wild Stone CODE for the “discerning metrosexual man,” using themes of “understated sophistication” and “mood transformation” to move up the value chain.
Operational & Marketing Efficiency
A key lesson for any marketer is how Wild Stone achieved high share of mind without outspending global giants:
  • Advertising Efficiency: The founder, N.K. Daga, notes it is one of the most “advertising efficient” brands, achieving high recall through memorable, storytelling-driven TVCs.
  • Distribution over Media: Before going national, they solidified their presence in Eastern and Northern India, building a robust network of 1,200+ distributors and 3.8 lakh+ retail outlets.
  • Product Diversification: They successfully extended the brand from deodorants into soaps, shaving creams, and talc, using the flagship brand’s equity to enter new grooming categories.

Key Takeaway

Wild Stone teaches that differentiation isn’t just about a unique product; it’s about owning a specific emotional space. By moving from “trying too hard” to “effortless charm,” the brand built a loyal community that perceives their fragrance as an extension of their identity.