Wild Stone Code has rolled out a campaign to position itself as a premium perfume brand for consumers passionate about fragrances and their notes.
Conceptualised by Sideways, the film showcases a man breaking stereotypes by romancing perfume ingredients.
The film opens up in an elevator, where the man who enters compliments a man who's already inside, for his perfume. The man wearing Wild Stone Code replies, ‘This is not just a perfume. Ye toh mehfil hai perfumes ki (it's a festival of perfumes). The scent enthusiast details the notes of the perfume he is wearing, educating the man who paid him a compliment.
Ankit Daga, head – of business development, McNroe Consumer Products, “The Code range of body perfumes are designed for grooming connoisseurs who choose their products carefully after understanding their benefits thoroughly. The category today faces the challenge of building brand preference in an increasingly commoditised fragrance market wherein the male-grooming category is nascent at best. We decided to address these challenges through the campaign by triggering indulgent discoveries among our audiences.”
Sameer Sojwal and Sreekumar Puthan Veetil, creative leads, Sideways, said, “For the campaign, we took cues from categories like a fine whiskey. Where the celebration of the ingredients and the process bordered on obsession. And that’s where this character who is obsessed with the world of perfumes came about. He acts as our customer’s guide into this world of all things nice.”
CREDITS:
Client: Wild Stone Code
Agency: Sideways
Leadership: Abhijit Avasthi, Co-founder, Sonali Sehgal, Co-founder
Strategy: Utkarsh Pathak, Satish
Creative: Sameer Sojwal, Sreekumar Puthan Veetil, Viraj Nandivadekar, Ashish Sedge, Eshwarya Khanna
Account management: Aditya Dhull, Aahiri Ghosh
