Viral Now: Our Moment of music and fragrance

By Raushni Bhagia , afaqs!, Mumbai | In Digital | September 30, 2013
The ad-film for a perfume brand has got over 3.5 million views in a month. The fragrance is launched by a UK-based pop band.

Flowers and fragrances are commonly the domain of the fair sex. Ever wondered how boys would look beneath falling petals, cruising amidst fragrances and fruity flavours? Here's a surprise - an ad film made for a fragrance brand 'Our Moment' is full of these unusual images.

The video that has attracted over 3.5 million views within a month starts with the five boys having fun on-camera. At first, it is not clear whether the film is an advertisement or just another video, unless one watches it till the end. Moreover, the catch is that these five boys are members of a popular UK-based boy pop band called One Direction.

One Direction, in fact, is not a brand endorser, but the brand owner of the perfume brand, 'Our Moment-One Direction'. Interestingly, the song that plays in the background is not created by the band but an old song titled 'My Favourite Things' by Diana Vickers. It's probably the sweetest track one could have expected for a perfume ad!

The commercial was created for all media release - television or online - as required by the distribution needs in various countries. Moreover, the videos of the launch event at the top of London's iconic skyscraper, The Gherkin, have also gathered close to a million views on YouTube.

The boy band has two popular albums released till date, 'Up All Night' and 'Take Me Home'. The five-member band has Niall Horan, Zayn Malik, Liam Payne, Harry Styles and Louis Tomlinson.

('Viral Now' is a section about videos that are catching people's fancy on social media).

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