Mumbai: The male grooming fine fragrance category is filled with attraction stories in different angles, objectifying the woman and leaving little to imagination. They’ve always been about attraction of the body. All the ads are a testosterone driven reality, which only gets catalysed by wearing perfume.
McNroe, the parent company, has long been known to create great smelling fragrances that are at par with the best in the world establishing their overall positioning of being fragrance experts in India.
Wild Stone decided to take an offbeat approach to the entire game. Wild Stone re-wrote 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 unravelled the plot in its last perfume launch which was very successful. The key memory hook was a man shouting ‘Kunaaalll’, when he notices the lingering smell from his office junior, on his daughter the next morning.
Mr. Ranju K. Mohan, President, McNroe Consumer Products Pvt. Ltd.: The idea was to build on the momentum and success of the earlier ad ‘Kunaaal’, where we had to convey the long-lasting fragrance of Wild Stone and have a better consumer connect for the brand, something that the entire category has not been thinking about.
Like in the predecessor ads, this time the boss is not only worried about his daughter as Kunal is back to mesmerise everybody with his fragrance.
PiyushPandey, Executive Chairman and Creative Director, Ogilvy South Asia: It’s a fantastic campaign done by Soho Square. Every great campaign must have a platform which allows you to do multiple executions. Needless to say, this is brilliant and I also congratulate McNroe for its commitment to a good idea.
Other than the main film, a series of shorter films will also be launched on TV & Digital.
Given below is the YouTube link to the film(40 sec):