Wild Stone, the male grooming brand from McNroe Consumer Products, has rolled out its first ATL (Above the Line) marketing campaign for 2014. The campaign resonates Wild Stone’s positioning around ‘Indian sensuality’ and ‘dangerous liaisons’, with Soho Square Advertising and Marketing as its creative partner.
Unveiling the new launch and marketing campaign, Sanjoy Sen, Chief Operating Officer, McNROE Consumer Products said, “Consumers are looking out to experiment with different fragrance options. Being one of the leading players in the deodorants market, we have always focused on introducing distinct world class fragrances in the market. It has taken us several years of research to combine some unique notes and create a first of its kind product for our consumers with Wild Stone Thunder. With an aggressive marketing campaign, we are hoping to reach out to consumers across the country with our latest offering.”
Sen has been newly appointed as COO of McNROE Consumer Products, and is leading the sales, marketing and operations of the business.
The creatives of the campaign for Wild Stone Thunder have been conceptualised around the title ‘Mausam Beimaan Hai’, expressing the possibilities for unexpected encounters between people of opposite genders which arise with Thunder.
The marketing campaign has been spread across mediums, including television, cinema, digital, outdoor, and on-ground activations. Directed by renowned film maker Shoojit Sircar, the ad stars Bollywood actors Amit Sadh and Taapsee Pannu.
Watch the Wild Stone TVC here…
The television campaign has been activated across national and regional channels in India, including genres such as Hindi movies, Hindi news, English news, Youth entertainment and HD feed channels. The ad has been dubbed in seven languages – Bengali, Oriya, Telugu, Tamil, Malayalam, Marathi and Kannada. The cinema campaign has been activated in leading multiplexes and single screens across Mumbai, Delhi, Bangalore, Hyderabad, Kolkata and Pune. Duration for the television campaign will be three months, while for the cinema campaign, it will be six months. The outdoor campaign was rolled out in April 2014, which will be activated till June 2014 across Mumbai, Delhi and Kolkata.
Creative agency: Soho Square
Production House: Rising Sun
Director: Shoojit Sircar