The document discusses the adoption process and strategies used to promote and position the Rexona deodorant brand in India. It outlines communicating the brand's benefits through television advertisements appealing to both positive emotions and fear. Comparative ads showed Rexona providing longer lasting freshness than soap bars or talc. The brand also changed its packaging and launched smaller trial sizes to appeal to younger consumers and position Rexona as more convenient and long-lasting than other products, targeting 16-20 year olds for its social benefits.

2. Adoption process Cognition Attitude Behavior