SKINN Argues That Perfume Should Not Be Saved For The Occasion
SKINN, the fragrance brand from Titan, has named Ayushmann Khurrana and Sobhita Dhulipala as brand ambassadors and launched Make every moment special, a campaign arguing that fragrance belongs in an ordinary day rather than a special one.
- Brand: SKINN, House of Titan, the premium fragrance portfolio of Titan Company Limited
- Ambassadors: Ayushmann Khurrana and Sobhita Dhulipala
- Campaign: Make every moment special
- Agency: Enormous. Production: Belief Films, directed by Anupam Mishra
- The film: the two follow separate evenings, getting ready, and come together under a star-filled night sky
- Live on: SKINN's YouTube and Instagram channels
What The SKINN Campaign Is Arguing Against
A habit, not a competitor. Sindhu Sharma, north creative director at Enormous, put it plainly: people save the good stuff for later, the perfume for the date, the dress for the party, the bag for the night out, as if the everyday does not deserve a little extra. The film sets out to challenge that instinct and remind people they do not need a big occasion to feel their best.
It is a sharper proposition than it first sounds. Fine fragrance in India has long been bought as a gift or kept for events, which caps how often a bottle gets used and therefore how often it gets replaced. Moving the occasion from the wedding to the Tuesday is a usage argument dressed as an emotional one.
What The Brand And The Cast Say
Manish Gupta, chief executive of fragrance and fashion accessories at Titan Company, said the category has evolved considerably, with consumers increasingly recognising its ability to shape how they feel and express themselves, and that SKINN believes fragrance can be a simple yet powerful ritual that shifts your mood.
Khurrana said getting ready is often about more than what you wear, and that fragrance is one of those details that can say a lot about you without your having to say anything. Dhulipala said fragrance is a personal pleasure, and that something so subtle influencing how you experience the world is what makes the campaign a good place to start.
How The Film Carries It
By keeping the moment ordinary. The two are shown preparing separately and meeting on a rooftop, and nothing about the evening is staged as an event. What changes across the film is how they feel in it, which is the only way to shoot a proposition about an invisible product.
Credits
Agency: Enormous. Ashish Khazanchi, managing partner. Neha Singh, branch head. Sindhu Sharma, NCD north. Abhijeet Patil, group creative director. Anuj Uppal, AVP. Aishwarya Shetty, client services director. Simran Rao, senior creative producer. Sayani Ray, senior art director. Drashti Modi, account executive. Production house: Belief Films. Anupam Mishra, director. Debarati Paul, executive producer. Zahra Kachwala, producer.
The film is on SKINN's YouTube channel. More campaigns.