Wild Stone has rolled out a new TVC that has been conceptualised in partnership by Sideways and Soho Square.
The film opens at a house party. The host of the party goes up to three employees and asks them whether they are enjoying the party before introducing his daughter to them. The man then compliments one of the three men on his perfume.
The scene shifts to the next morning. As the man returns from a morning work out he enters his daughter's room to wake her up. She gets up, gives him a hug and informs him that she'll see him downstairs. The man's expression changes from a smile to anger as he gets the same perfume smell from his daughter as he got from one of the men he introduced her to at the party. The film ends with the line 'Log Toh Notice Karenge' (people will notice).
Piyush Pandey, executive chairman and creative director, South Asia, O&M, said, "The entire idea was to buck the conventions and establish McNroe as a fragrance expert. In this manner, we have communicated the power of smelling good, which is refreshingly different from what the competition is doing."
Abhijit Avasthi, Sideways, added, "We want to bring alive the power of smelling good in understated and endearing ways. The new persona of the brand is fresh and very cool. This journey in some ways began with the previous 'Elevator' films for the deodorants which were very well appreciated."
Sideways and Soho Square have partnered to build the creative strategy.
Client: McNRoe Consumer Products
Brand: Wild Stone Perfumes
Agencies: Soho Square and Sideways
Production house: Corcoise Films
Director: Vishwesh Krishnamoorthy