Perfume brand launch touches the sky, literally

By , agencyfaqs!, Mumbai | In OOH News | May 06, 2008
Perspectrum, the integrated marketing communications arm of Percept Ltd, recently launched Ajmal's French line of perfumes on a Kingfisher aircraft 30,000 feet above the ground


Perfumes, a brand operating in the fragrance industry in West Asia, launched its French line of perfumes, Shadow, on a rather 'elevated' platform in India. The launch took place towards the end of April on a Kingfisher Airlines flight. Conducted amid press members invited to fly, the launch involved complimentary sampling of the perfume.

Perspectrum, the integrated marketing communications arm of Percept Ltd, had recently been made the brand's marketing communications consultant. The event was conceptualised and implemented by Perspectrum, while IBD India handled the creative campaign. According to Perspectrum executives, the in-flight launch is a first of its kind innovation for a fragrance brand in India.

Kingfisher airhostesses offering
passengers a sniff of the perfume
The brand was launched amidst a ramp show, with India's top models, Fleur Xavier, Mugdha Godse, Shahwar Ali, Zulfi Syed, Shruti Agrawal and Anchal Kumar, walking the aisle in creations by designer Nisha Jamval (a co-promotion planned alongside the Ajmal launch).

Ajmal manufactures both oriental and French perfumes, but in India, it is setting itself up as a French perfume manufacturer.

Evarist Rego, chief operating officer, Perspectrum, says, "When the client briefed us about the launch of the brand in India, we conceptualised the idea of a launch in mid-air to give the line of French perfumes a premium and exclusive image."

"Since French perfumes exude exclusiveness, luxury and style, we thought of a fashion show on the flight along with the launch of Shadow," he explains. It also helped to create an air of mystique and intrigue around Shadow.

The Ajmal Group will soon launch seven additional brands in India with a sales target of 1,00,000 units in its first year of operations. Unlike its international operations, where it sells its brands through self-owned outlets, Ajmal will sell its brands through departmental stores in India. Ajmal also plans to launch deodorants in India.

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