ITC’s Engage launches Engage ON Pocket Perfumes

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 On isa segment disruptor and breaks the category clutter yet again with itscommunication 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, ChiefExecutive, Personal Care Products Business, ITC Limited said – “EngageOn is an innovation in the category of perfumes. The Pocket Perfumes developedfor the youth is designed around the core benefits of desirability,affordability and convenience. Crafted by International fragrance experts,Engage ON offers an enormous opportunity to educate and drive the growth ofperfumes” 

The communication illustrates the brand philosophy anddefines Engage On further. Directed by critically acclaimed director AbhinayDeo and music composed by Dhruv Ghanekar, the commercial highlightsthe brand proposition of playful chemistry with Engage ON bringing in theconfidence of smelling great anytime, anywhere. 

Commenting on the creative, Tista Sen, SVP &National Creative Director, J. Walter Thompson said, “A pocketfull of perfume is what the new Engage communication promises. The 'must have'for every young couple getting to know each other a little closer. The secretis theirs alone and the viewers and that's what makes it enjoyable. With thisnew product innovation, perfume needn't be just what sits on your dressingtable but something you can carry with you. And use it anytime, anywhere. It'sromance on the go and that's what the TG will identify with.”  

“A perfect little innovation by ITC. It was somuch fun working on the pocket campaign. The TVC gives us a glimpse into asweet little love story between two young people. The fun is that only theviewer knows their secret, which is engage pocket perfumes.” added SimonePatrick, Senior Creative Director, J. Walter Thompson. 

Engage On will retail at INR 60/- and promises up to250 sprays per pack.  The women’s fragrances include Cool Aqua, FreshFloral and Sweet Blossom; while the men’s perfume spray 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.


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