ITC’s Engage launches Engage ON Pocket Perfumes An innovation in the Perfume Category
National, April 24 2017 ITC’s Engage, one of India’s top deodorant brands,brings in a unique way to engage – launches Engage ON, its first range of Pocket Perfumes for Men and Women.
A convenient pocket-sized innovation in 6 fresh newfragrances, Engage ON, celebrates each unexpected moment when love happens! Itembodies the brand proposition of playful romance and brings alive the newlanguage of love through its range of Pocket Perfumes. Engage Onis a segment disruptor and breaksthe category clutter yet again with its communication and portfolio offering.
Insight based innovation has been the bedrock of ITC’sPersonal Care Business. Deodorising is an under penetrated grooming concept inIndia. The introduction of Engage ON caters to the evolving attitude andlifestyle of consumers in India.
Speaking about the launch, Sameer Satpathy, Chief Executive,Personal Care Products Business, ITC Limited said – “Engage On is an innovationin the category of perfumes. The Pocket Perfumes developed for the youth isdesigned around the core benefits of desirability, affordability andconvenience. Crafted by International fragrance experts, Engage ON offers anenormous opportunity to educate and drive the growth of perfumes”
The communication illustrates the brand philosophy anddefines Engage On further. Directed by critically acclaimed director AbhinayDeoand music composed by DhruvGhanekar, the commercial highlights the brandproposition of playful chemistry with Engage ON bringing in the confidence ofsmelling great anytime, anywhere.
Commenting on the creative, Tista Sen, SVP &National Creative Director, J. Walter Thompsonsaid, “A pocketfull ofperfume is what the new Engage communication promises. The 'must have'for everyyoung couple getting to know each other a little closer. The secretis theirsalone and the viewers and that's what makes it enjoyable. With thisnew productinnovation, perfume needn't be just what sits on your dressingtable butsomething you can carry with you. And use it anytime, anywhere. It'sromance onthe go and that's what the TG will identify with.”
“A perfect littleinnovation by ITC. It was somuch fun working on the pocket campaign. The TVCgives us a glimpse into a sweetlittle love story between two young people. Thefun is that only the viewerknows their secret, which is engage pocketperfumes.” added SimonePatrick,Senior Creative Director, J. Walter Thompson.
Engage On will retail at INR 60/- and promises upto250 sprays per pack. The women’sfragrances include Cool Aqua, FreshFloral and Sweet Blossom; while the men’s perfumespray variants are ClassicWoody, Cool Marine, and Citrus Fresh. The perfume is pocket-sized andlight weight,easy to slip into jacket pockets, jeans or small handbags alike.