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Skinn by Titan launches India’s first all-French ad

Created by Ogilvy & Mather, the ad film was initially released in French without any subtitles to create intrigue and emphasise the fragrance brand’s French origin

BestMediaInfo Bureau | Mumbai | July 20, 2016

Skinn-by-Titan Click on the image to watch the TVC.

Skinn, a range of exquisite French fragrances by Titan, has aired a TVC that is entirely in French. What’s more? The ad was initially aired without any subtitles.

The ad conceptualised by Ogilvy & Mather intends to highlight the French origin of Skinn’s range of perfumes. The TVC showcases the playful and flirtatious banter between a man and woman at a fragrance store. While the attire and the background score are French inspired; the voiceover is entirely in French and delivers the #BornFrench message.

Commenting on India’s rich history of perfuming and the reason behind having a TVC in French, Kalpana Rangamani, Business Head-Fragrances, Titan said, “India has a very long history of using perfume in products. Mentions of perfumes can be found in very old manuscripts. But it is very unfortunate that over the years the art of perfuming has given way to a lot of other things and somewhere around the last 200 years France has become the capital of modern day perfuming. For us, this range epitomises the best of both the countries. These are products that are crafted in France by some of the best French perfumers but they are all actually crafted for India. Four or five years before we launched, we actually invited these perfumers to India and they spent a lot of time going around the country understanding our fragrances and our preferences. So these products are a beautiful combination of the best French expertise today in terms of perfuming and Indian preferences for fragrances.”

“Having spent so much effort in creating these beautiful products, we thought what was the best way to communicate that these are crafted in France and brought to India? This ad seemed like a very interesting and clutter-breaking way of communicating the fact that our products are actually crafted and bottled in France,” Rangamani added.

Rangamani believes that a lot of advertising that has done well in recent times have created some kind of intrigue or interest in the consumer’s mind and that was the driving thought behind releasing a TVC without subtitles initially, creating intrigue. There was a small contest among small communities where viewers were made to guess what was being said in the commercial to increase interaction with customers.

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Sharing his thoughts on the ad film, Azaz Haque, Executive Creative Director, Ogilvy & Mather said, “This being Skinn’s second major TV campaign, we were keen to break clutter and get noticed by the consumer in this loud market. As this ad film is all French, we believe the brand will evoke the desired intrigue at launch, which will then be followed by a version with English subtitles on TV and online. It is a very bold and gutsy move by the brand to launch an ad film in a foreign language – a decision we are thrilled and excited about.”

With Skinn, the brand is aiming to make fine French fragrances accessible to men and women with their sweet price point. Priced at Rs 1,140 each for 50 ml and Rs 1,840 each for 100 ml, the fragrances are available in 1,350 outlets in the country-- across World of Titan, multi-brand lifestyle and accessories stores, online partners and authorised dealers.

The TVCs:

[youtube]https://www.youtube.com/watch?v=gF4JTIvw_YI[/youtube]

[youtube]https://www.youtube.com/watch?v=TI8cbgoZzco[/youtube]

Credits:

Client: Titan

Brand: Skinn

Creative Agency: Ogilvy & Mather, Bangalore

Executive Creative Directors: Azaz Haque, Mahesh Gharat

Senior Creative Director: Mukesh Kumar

Writer & ACD: Deepak Thammaiah

ACD Art: Guru Birader

Agency Producer: Rajib Barua

VP & Head of Advt. - Tithi Ghosh

Client Servicing Director - Sai Sunil

Account Director - Ishita Chowdhury

Info@BestMediaInfo.com

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