CODE is a sub-brand with six variants inspired by precious metals (platinum, titanium, gold, copper, bronze and steel), which is reflective of the quality of fragrances on offer and operates in the premium segment of Perfumed Body Spray category.
The commercial is a tongue-in-cheek story that showcases how historically men had to compete in their quest for precious metals. Conceptualised by Soho Square, the TVC is staged in a sub-terrestrial cavern with a group of young miners in the hunt for something precious. The story is about the essence of a man’s devious want to own fragrances as exquisite as precious metals, and he is ready to fight his fellow men for it. “Men have always fought over precious metals. The Precious Metal Collection from WILD STONE CODE is yet another great reason for them to start a new fight,” said Sukesh Nayak, Chief Creative Officer, Ogilvy&Mathers.
Sanjay Srivastava, Chief Business Officer, McNROE Consumer Products Pvt Ltd said, “CODE has always had a strong consumer preference for its fragrances. This is an attempt to strengthen and leverage the consumer acceptance to build a larger franchise. With this, McNROE aims to build differentiation for the CODE range from the rest of its popular WILD STONE range of deodorants and perfumes.”