ITC's Engage has launched Engage On, its first range of pocket perfumes for men and women. To launch the product, JWT has conceptualised and executed a campaign for the brand that talks about how the product comes in handy when needed.
The product is available in six fragrances. It embodies the brand proposition of playful romance and brings alive the new language of love through its range of pocket perfumes. Engage On is 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.
Speaking on the launch, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC, 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 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.
Commenting on the creative, Tista Sen, SVP and National Creative Director, J. Walter Thompson, 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," added Simone Patrick, Senior Creative Director, J. Walter Thompson.
Engage On will sell at Rs 60 and promises up to 250 sprays per pack. The women's fragrances include Cool Aqua, Fresh Floral and Sweet Blossom; while the men's perfume spray variants are Classic Woody, Cool Marine and Citrus Fresh. The perfume is pocket-sized and lightweight, easy to slip into jacket pockets, jeans or small handbags alike.
Brand Engage was launched in 2013 and brings to bear the interesting proposition of playful chemistry between a man and a woman and has been pivotal in communicating a distinctly differentiated brand story. Mix elements at every touch point, including packaging, variant nomenclature for each product and communication, everything embodies the spirit of playful chemistry. Launched with a range of deodorants, Engage augmented its portfolio with Engage Cologne Sprays and a range of internationally designed perfume sprays for men and women. Engage On is the most recent addition to the portfolio which heralds in a new category of pocket perfumes.
Client: ITC Limited
Brand: Engage On
Creative Agency: J. Walter Thompson
SVP and National Creative Director: Tista Sen
Senior Creative Director: Simone Patrick
Director: Abhinay Deo
Music composer: Dhruv Ghanekar