ITV

Tag: ITC TVC

  • ITC TVC: ‘Engage’ in playful chemistry

    ITC TVC: ‘Engage’ in playful chemistry

    MUMBAI: Engage, a fragrance brand, has unveiled a new thematic campaign to introduce its range of pure intense perfume sprays for men and women. In this new television commercial, Engage reflects on its brand core to capture the intrigue and excitement of couples in love, engaging in playful chemistry. It highlights the pulse points in the body that are best for spritzing and make the fragrance last longer.

    The film directed by Whitelight Films’ Subir Chatterjee, explores an important aspect of desire. The TVC opens with a woman standing in front of a mirror. She picks up a bottle of Engage perfume and sprays a little on the nape of her neck. Instantly, a man’s reflection appears in the mirror. He gently places a kiss on her neck where she sprayed. But as she turns to look at him she realizes that she is fantasizing. Fascinated, she sprays again on the other side of her neck and he is magically back again, planting another deeper kiss. She is now naughtily enjoying the game and sprays Engage on her wrist and eagerly looks in the mirror. This time he entwines his fingers with hers and raises it to his lips and she simply tilts her head enjoying the moment.

    Meanwhile in the man’s room, Engage kindles a similar fantasy of playful romance. As Engage envelops him in its fragrance, the woman’s hands glide over him. They can’t wait to bring the fantasy alive and are excited to see each other. The film is a refreshing new take on playful chemistry and beautifully captures desire in courtship, romance and sensuality that the fragrance evokes. Where do you want to be kissed?

    J. Walter Thompson SVP & NCD Tista Sen said, “The new communication focusses on the longing and yearning that perfume can evoke in romance. Imagination and fantasy is captured through young lovers who cannot wait to meet. Perfume on the pulse points heightens ‘playful chemistry’ which is the raison d’être of the brand and brings lovers together through a powerful line that says it all: where do you want to be kissed?

    When a fragrance is applied on the pulse points, the fragrance tends to diffuse more due to the heat of the blood on the pulse points such as wrists, ankles, belly button, behind the ears, neck, etc. Fragrance is a volatile blend and warmer parts of the body will make the notes diffuse as well as form an intense trail wherever you go. Engage Perfume Sprays with heart and base notes of amber, wood and musk tend to linger on the skin much longer.

    ITC CEO – personal care products business Sameer Satpathy  added, “Engage is synonymous with the proposition of ‘playful chemistry’, and the new thematic campaign ‘The Fantasy’ further reinforces its strong credentials as a perfume of choice for couples in love. With the evolving attitude and lifestyle of consumers, the segment offers an enormous opportunity to educate and drive category growth. Spritzing on pulse points is an important aspect rooted in the core of desirability and a perfume spray’s functionality”.

  • ITC TVC portrays cool way to Engage in language of love

    MUMBAI: ITC’s leading personal care brand, and one of the top deodorant brands, Engage has announced the launch the country’s first pocket perfume – Engage On. With lasting fragrances for men and women, Engage On is a segment disrupting, revolutionary product that is aimed at millennial’s who are always connected, engaged and on the move. ITC’s Engage, one of India’s top deodorant brands, brings in a unique way to engage.

    Engage since its inception has succeeded on offerings that are distinctly different and communication that breaks the category clutter.  ITC aims to redefine the mass consumer fragrance category through the pocket-sized Engage On, which embodies the brand proposition of playful chemistry, complemented with innovative, compact and slim packaging. It is this distinct size difference, and portability that are the pocket perfume’s key differentiator.

    Engage introduces the pocket perfume though a flirtatious TVC, conceptualised and created by JWT. The advert depicts the playful interaction between a young, college-age couple who see each other at a bar, and shows them both using their Engage On pocket perfumes discreetly. Thus tying in with the brand proposition of encouraging playful romance and chemistry.

    Engage On will retail at INR 60/- per pack and promises upto 250 sprays per pack.  The women’s varietals include: Cool Aqua, Fresh Floral and Sweet Blossom; while the men’s fragrances include a Classic Woody, Cool Marine, and Citrus Fresh option. The perfume is pocket-sized and light weight, easy to slip into jacket pockets, jeans or small handbags alike.

    A convenient pocket-sized innovation in six fresh new fragrances, Engage ON, celebrates each unexpected moment when love happens! It embodies the brand proposition of playful romance and brings alive the new language of love through its range of Pocket Perfumes.  Engage Onis a segment disruptor and breaks the category clutter yet again with its communication and portfolio offering.

    Insight based innovation has been the bedrock of ITC’s Personal Care Business. Deodorising is an under penetrated grooming concept in India. The introduction of Engage ON caters to the evolving attitude and lifestyle of consumers in India.

    ITC Limited CEO – personal care products business Sameer Satpathy said – “Engage On is an innovation in the category of perfumes. The Pocket Perfumes developed for 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 of perfumes.”

    The communication illustrates the brand philosophy and defines Engage On further. Directed by the critically acclaimed director Abhinay Deo and music composed by Dhruv Ghanekar, the commercial highlights the brand proposition of playful chemistry with Engage ON bringing in the confidence of smelling great anytime, anywhere.

    J. Walter Thompson SVP & NCD Tista Sen said, “A pocket full 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 secret is theirs alone and the viewers and that’s what makes it enjoyable. With this new product innovation, perfume needn’t be just what sits on your dressing table but something you can carry with you. And use it anytime, anywhere. It’s romance on the go and that’s what the TG will identify with.”

    “A perfect little innovation by ITC. It was so much fun working on the pocket campaign. The TVC gives us a glimpse into a sweet little love story between two young people. The fun is that only the viewer knows their secret, which is engage pocket perfumes,” J. Walter Thompson senior creative director Simone Patrick said.