Titan Company Limited rolled out a TVC for its perfume brand Skinn on 17 January. The perfumes were launched in September 2013. JWT India has created two films, one each for the men’s and women’s fragrances, along the same storyline.
The film for women’s fragrances features a woman and a man crossing paths. As the woman crosses him, they exchange a glance. She continues to walk past, while the man stays on, smelling the lingering fragrance. The film shows the effects of the perfume – the man’s pupil dilates. A matchstick gets ignited. He gets goose bumps. Visuals show the brain getting fired up. We see fireworks. Sweating, he loosens his collar. The woman is shown spraying the perfume on her neck and the film ends with a female voice over and super saying, “Skinn by Titan, fine French perfumes for her.” ‘Everyday fine French perfumes for her’ are introduced.
The roles are reversed in the commercial for men’s perfumes, the changes being in the metaphors to show excitement.
Rajeshwari Srinivasan, business head - Skinn, Titan Company Limited, said, “We have added a new chapter to Titan Company by telling the story of Skinn in this new TVC. The purpose of this commercial was to celebrate the spirit of Skinn, which has been beautifully captured in the film.” She added, “Skinn has officially given a boost to our presence in the personal lifestyle space and we look forward to expanding this category and its offerings in the time to come.”
Senthil Kumar, national creative director, JWT India, said, “The sense of smell is truly the most potent sense when it comes to attraction, even beyond sight. And this idea of ‘cause and effect’ was magnified in the execution. External physical reactions like a pupil dilating or raising goose flesh to internal chemical reactions like a faster heartbeat and neurons firing brought the idea alive.”
He added that the brief given to the agency was to create a launch film for new category of fine French fragrances by Titan. The intent was to ‘ensure differentiation from the over-sexed deodorant imagery’, while retaining the perfume category codes of attraction and sensuality.
He explained, “The cause and effect reactions were given a further enhancement by juxtaposing metaphorical reactions like a bird stopping in mid-flight, the blooming of a flower and so on.”
The five-week long campaign will be promoted on television and digital media.
Creative Agency: JWT India
National creative director: Senthil Kumar
Production house: Hot Films
Media planning: Maxus