ITC Engage launches 'Pocketful O' Stories' with Durjoy Datta

Deodorant brand Engage from ITC has partnered with the bestselling romance author Durjoy Datta for a digital campaign titled “Pocketful O’ Stories” – micro-stories that celebrate the unexpected moments of love and chemistry between a couple.

A convenient pocket-sized innovation in 6 fresh fragrances, Engage ON, celebrates unexpected moments of love! It embodies the brand proposition of playful romance and brings alive the new language of love through its range of Pocket Perfumes. 

The campaign invites everyone to share their own micro-stories on ‘unexpected moments’ of love and chemistry, via Instagram, Twitter and Facebook. Each day begins with a post of an empty pocket and ends with a post of that day’s winning story appearing on the pocket. The best story for the day will be selected by Datta. At the end of the campaign, the best pocket love stories will be compiled into a book.

Datta is one of India’s most popular young writers, and his wife is his inspiration to write. An engineer-turned-writer out of passion, he has written bestselling novels that include Of course I love You…..Till I Find Someone Better, Now That You Are Rich Let’s Fall In Love, World’s Best Boyfriend, etc. He himself has a pocket full of love stories and engaging tales of attraction and young romance, which have been incorporated in his books.

Datta said, “Being die-hard romantic, and a believer in unexpected love stories is what drew me to this campaign. I feel Engage On pocket perfumes are a great innovation and are perfect for those unexpected moments with your loved one. This campaign, Pocketful O’ Stories is a great peek into the creativity and psyche of young Indians, as well as the different perspectives on love. I am really excited to see all the entries flowing in.”

Further elaborating on the idea, Moosa Khan, Creative Director, Dentsu Webchutney (Engage’s social media agency), said, “The idea just clicks into place with the product - pocket-sized stories for the pocket-sized Engage ON. The digital medium allows us to create instant creative collaboration and the campaign has received a great response from day 1. We’re receiving some delightful stories from people across social media.”

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