KamaSutra: Like a whiff, win a gift

Raymond Group' deodorant brand KamaSutra Spark has recently concluded the first leg of its digital integrated on ground activation at PVR Multiplex at Oberoi Mall Goregaon in Mumbai, where it urged people to smell the fragrance and express their liking on the spot.

The brand promoters present at the venue urged the consumers to hit the Like button if they liked the fragrance and each consumer was given a free gift for every like.

"The brief from the client was to ensure product experience to the consumer in an innovative manner. It wanted to make people aware of the fragrance of KS Spark Deo and to encourage first time use," says Anuj Kanakia, director, Postscript Advertising.

According to Postscript Advertising (which executed the campaign), this was the first time that any brand had enabled the consumers to experience a fragrance and get actual likes at the same time, instead of the usual online route without an experience of the product.

The cinema slides across all screens at the multiplex informed the consumers to collect their free gift and 'Become a Magician' by liking the KS Spark Deo Fragrance. The kit included an instruction manual on how to become a magician.

The activation began on December 25, 2013 and ended on January 14, 2014. The total number of likes accumulated in the three weeks was nearly 3,000.

The next leg of the activation will begin from January 24 at a different location. Currently, the brand is targeting multiplexes' atria as these provide an enclosed area to enable spraying of the fragrance.

Kanakia adds that the biggest challenge was to get the automated unit as desired with various elements, the fragrance sprayed automatically, the likes calculated real time and the gifts to be dispensed correctly.

The consumer also had an option to buy the deodorant at a promotional price at the multiplex itself.

The other brands offered by the company include KamaSutra Dare, KamaSutra Woo, KamaSutra Rush and KamaSutra Storm.