Mumbai: The men’s perfume category has been built on imagery, showing the ideal man leading the dream lifestyle. This lifestyle is driven by overt seduction, leaving little to the imagination. All ads are a testosterone driven reality, which only gets catalyzed by wearing perfume.
Wild Stone has decided to take an offbeat approach to the entire game. McNroe, the parent company, has long been known to create great smelling fragrances that are at par with the best in the world. This perfume launch goes a step further in establishing their overall positioning of being Fragrance Experts.
Wild Stone bends the rules with an approach of understated sophistication. But, the only problem with smelling good is that you will get noticed. And, then become irresistible. This is how Wild Stone unravels the plot in its latest perfume launch.
Piyush Pandey, Executive Chairman & Creative Director, South Asia O&M: The entire idea was to buck the conventions and establish McNroe as a fragrance expert. In this manner, we have communicated the power of smelling good, which is refreshingly different from what the competition is doing.
Abhijit Avasthi, Sideways: We want to bring alive the power of smelling good in understated and endearing ways. The new persona of the brand is fresh and very cool. This journey in some ways began with the previous ‘Elevator’ films for the deodorants which were very well appreciated.
Sideways is building the creative strategy for the Wild Stone brand in partnership with the agency.
CREDITS
Brand: Wild Stone Perfumes
Client: McNRoe Consumer Products Pvt. Ltd.
Agencies: Soho Square & Sideways
Production House: Corcoise Films
Director: Vishwesh Krishnamoorthy
