Through its new campaign, Titan’s perfume range manages to stand out in a market obsessed with deodorants
Agency: Ogilvy & Mather, Bengaluru
The TVC showcases the playful and flirtatious banter between a man and woman at a fragrance store without exchanging dialogue. They try to woo each other through fragrances (Raw and Sheer).
A perfume is like a cocktail without the hangover, like chocolate without the calories, like an affair without the tears, like a vacation from which you never come back. This is how global fragrance expert Marian Bendeth describes perfumes and we wouldn’t disagree with her.
Titan, which launched Skinn in 2013, has released its second campaign for the perfume brand after two years and has managed to catch everyone’s fancy. The film was first launched without subtitles and had French voiceovers to deliver on the brand’s BornFrench message. A first by any Indian brand. However, the same ad was later released with English subtitles.
The film, aired on TV and digital is a brilliant move by the brand to create a French connect. From the attire to the background score as well as the voiceover, everything matches the milieu the brand is trying to create. The actors play their role perfectly without being too cheeky. The film is cute and lets the fragrance do the talking.
Unlike the industry, especially international brands that market heavily on print, the film takes the unconventional route in its communication strategy — by choosing TV instead of print and by launching an all-French ad film.
The industry globally spends $800 million on marketing each year on television commercials, billboards, in-store and magazine ads, according to a new report Dollars and Scents: Winning in Fragrances by AT Kearney. The rise in disposable income in India is further opening up new avenues for this category. As per Euromonitor International, sales are set to reach R33 billion by2020 in India projected at a constant 2015 price value CAGR of 13%.
While one can recall ads for various deodorants, antiperspirants and body sprays, there are hardly any perfume TVCs that come to mind apart from the previous campaign from the same brand. This ad will help the brand establish itself in the Indian market which majorly spends on deodorants.
Made by perfumeries like Alberto Morillas, Harry Fremont, Nathalie Lorson, Olivier Pescheux and Nadege le Garlantezec, the brand wants to target the young, contemporary, well-travelled men and women who are exposed to international brands. Priced at R1,140 for 50 ml and R1,840 for 100 ml, the company wants to make the fragrances easily accessible to its TG without burning a hole in their pockets, which most international brands do. The brand seems like a good alternative to deodorants and international brands; and with a campaign like this, it is bound to stand out. Definitely, a breath of fresh air.