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ITC TVC: 'Engage' in playful chemistry

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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”.

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