Euro RSCG has won the creative duties for Secret Temptation, a premium female personal grooming brand from Kolkata-based McNroe Chemicals Ltd in Kolkata, and managed by Future Brands Ltd. Secret Temptation, which is currently a Rs 15-crore brand, is a well-known brand in the Eastern part of India. The brand has ambitions plans to become a Rs 100-crore brand in three years.
Secret Temptation is a sharply defined brand by the brand strategy team at Future Brands Ltd after extensive consumer research. The brand has come up with its first campaign that address a 16-year old girl, who is more excited than scared about the world of new experiences that she is discovering every day. The brand is anchored in the thrill she experiences with her ‘naughtiness that makes men uncomfortable’.
Satbir Singh, Chief Creative Officer, Euro RSCG India, explained, “We had a very clear brief: talk to a 16-year old girl, who is excited at not just discovering the world around her, but also her power over guys. Now, girls can cast near-hypnotic spell over guys with a mere glance. Or, better still, choosing not to cast a glance, even. We turned this naughty-puppeteer quality into our big idea: Sorry Boys! The launch commercial is about a guy trying all within his power to catch a glimpse of her face. She knows and naughtily doesn’t let him.”
Singh further said, “The Secret Temptations TV campaign sees the girl successfully negotiating the power play with a guy, and expressing her attitude through lines like ‘Hasoongi Zaroor, par Phasoongi nahi’ and ‘Haath to lagaongi, par haath nahi aaongi’.”