Your Daily Dose of Ad World Buzz
Latest
✦Traffic Signal: The 90-Second Sales Pitch✦Royaloak Value Stores Post Early Sales In Smaller Towns✦JioStar Opens Its Regional-Language Cricket Feeds To Advertisers✦Fastrack Perfumes Makes Fragrance Look Good Enough To Eat✦Lenskart Builds An Eyewear Collection Out Of Indian Music✦MTR Builds A Festive Campaign Around A Book Of Sweet Talk✦Flipkart Opens A Retirement Home For Old Appliances✦Is Freelance Becoming A Career Choice, Not A Backup Plan?✦ixigo for work Puts Corporate Fares Inside The Main App✦Suhaas Sonpar Takes Over Commercials And Revenue At Ai+ Smartphone✦Facebook Reels Take Over The Opening Screen In An India Test✦Giamaria Fernandes Joins Tilt Brand Solutions To Head Design✦Traffic Signal: The 90-Second Sales Pitch✦Royaloak Value Stores Post Early Sales In Smaller Towns✦JioStar Opens Its Regional-Language Cricket Feeds To Advertisers✦Fastrack Perfumes Makes Fragrance Look Good Enough To Eat✦Lenskart Builds An Eyewear Collection Out Of Indian Music✦MTR Builds A Festive Campaign Around A Book Of Sweet Talk✦Flipkart Opens A Retirement Home For Old Appliances✦Is Freelance Becoming A Career Choice, Not A Backup Plan?✦ixigo for work Puts Corporate Fares Inside The Main App✦Suhaas Sonpar Takes Over Commercials And Revenue At Ai+ Smartphone✦Facebook Reels Take Over The Opening Screen In An India Test✦Giamaria Fernandes Joins Tilt Brand Solutions To Head Design
Campaigns

Fastrack Perfumes Makes Fragrance Look Good Enough To Eat

Ad Tribe! Bureau2 min read
Pratibha Ranta holding the Midnight Vanilla bottle against a red fringe backdrop, from the Fastrack Perfumes gourmand film

Fastrack Perfumes has launched a film for its gourmand fragrance collection featuring Pratibha Ranta, built on a Deliciously Addictive proposition that borrows the language of food rather than the language of scent.

  • Brand: Fastrack Perfumes, part of the Fragrances and Fashion Accessories Division of Titan Company Limited
  • Face of the film: Pratibha Ranta
  • Proposition: Deliciously Addictive
  • The collection: Sunday Tiramisu, Berries with Bestie, Midnight Vanilla and Hazelnut Holidays

What Fastrack Perfumes Is Doing Differently

Fragrance advertising usually has to solve an impossible brief: describe a smell to someone who cannot smell it. The usual answers are abstraction, mood and a lot of slow motion.

This film sidesteps the problem by changing the sense it appeals to. Instead of describing how a perfume smells, it shows what it feels like to want one, using familiar food cues and moments of indulgence until the fragrance reads as something you could almost taste.

Pratibha Ranta with the Sunday Tiramisu bottle in the Fastrack Perfumes gourmand campaign
Sunday Tiramisu, one of the four gourmand scents.

Gourmand Is The Right Category For The Trick

It would not work for every fragrance family. Gourmand scents are already named after things people eat, so the visual leap from bottle to dessert is short, and each of the four in the collection takes its cue from a familiar indulgence.

Pratibha Ranta with the Berries with Bestie bottle in the Fastrack Perfumes gourmand campaign
Berries with Bestie.

Manish Gupta, chief executive of the Fragrances and Fashion Accessories Division at Titan Company Limited, said younger consumers increasingly treat fragrance as discovery and self-expression, with scents tied to moods, memories and personal indulgences, and that the collection was an attempt to explore that relationship between fragrance and food in a way that felt playful and unexpected.

Pratibha Ranta with the Hazelnut Holidays bottle in the Fastrack Perfumes gourmand campaign
Hazelnut Holidays.

Casting For Tone Rather Than Glamour

Gupta described Pratibha Ranta as a natural fit for the idea, bringing an effortless and expressive energy that complements the collection's personality. Ranta said she liked connecting scents with familiar indulgences and making them feel almost tangible, and that the film captures a playful sense of temptation.

The gourmand range sits inside a wider Fastrack Perfumes portfolio built around different moods and occasions, which the brand frames as a fragrance wardrobe rather than a single signature scent. More campaigns.

#brand film#titan company#fragrance#fastrack#pratibha ranta
Follow Ad Tribe