ITC’s Engage, a deodorant brand, has launched Engage ON, its first range of pocket perfumes for men and women. A convenient pocket-sized innovation in six new fragrances, the range of pocket perfumes embodies the brand proposition of playful romance. The introduction of Engage ON caters to the evolving attitude and lifestyle of consumers in India.
Speaking about the launch, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC, said, “Engage ON is an innovation in the category of perfumes. The Pocket Perfumes developed for the youth are designed around the core benefits of desirability, affordability, and convenience. Crafted by international fragrance experts, Engage ON offers an enormous opportunity to educate and drive the growth of perfumes.”
The communication illustrates the brand philosophy and defines Engage ON further. Directed by critically acclaimed director AbhinayDeo and music composed by DhruvGhanekar, the commercial highlights the brand proposition of playful chemistry with Engage ON bringing in the confidence of smelling great anytime, anywhere.
Commenting on the creative, TistaSen, SVP & National Creative Director, J. Walter Thompson, said, “A pocket full of perfume is what the new Engage communication promises. The 'must have' for every young couple getting to know each other a little closer. The secret is theirs alone and the viewers and that's what makes it enjoyable. With this new product innovation, perfume needn't be just what sits on your dressing table but something you can carry with you. And use it anytime, anywhere. It's romance on the go and that's what the TG will identify with.”
“This is a perfect little innovation by ITC. It was so much fun working on the pocket campaign. The TVC gives us a glimpse into a sweet little love story between two young people. The fun is that only the viewer knows their secret, which is Engage pocket perfumes,” added Simone Patrick, Senior Creative Director, J. Walter Thompson.