Alainne's Air Mist tries to own a space in room freshener category through its maiden video campaign

Personal care brand Alainne has entered the room freshener category by launching the Alainne’s Air Mist. The brand launched its first video campaign to showcase its attribute and USP of non-irritating and fragrant room fresheners to consumers.

The video featuring actress Tisca Chopra shows educating her home-maker friend on how a right room freshener can help prevent people from sneezing and coughing, something caused by the harsh fragrance of most other room fresheners. The film opens with the actress wearing a mask on her face to protect herself from the ordinary room freshener that her friend uses.

Priyanka Goel, Director, Alainne and Jolen India, said that through the campaign they wanted to show Alainne’s differentiated offering of less harsh fragrance. She said they also wanted the campaign to create the brand’s own space in the category through its product offering. 

The brand through the campaign wants to position itself as a one-of-a-kind room freshener that will not only remove toughest odour, also spread pleasant fragrance without causing any throat irritation.

Hitesh Jain

Hitesh Jain, a Creative Director of the campaign, said, “The ideation of the campaign came right after the brand explained about its product speciality and the awareness they want to create on the effects of using harsh room fresheners.”

“The brief was clear, it said Alainne Room Freshener needs to find its own space in the category where heavy weight brands have existed, for a long time,” Jain said.

By combining these two important points, the idea was generated and then executed.

According to Jain, the biggest challenge while executing the campaign was to find a right face for the brand. “It was a tough task to find a right brand ambassador and after a lot of discussion we figured out the one that suits should command authenticity and Tisca Chopra was finalised,” he said.

“Another challenge we faced with the execution was the unscheduled Mumbai rains. Every time we decided on the date of shoot, we got a warning of heavy rains,” he added. 

“Crisp communication and excellent brand recall is ensured by coining a catchy punch line ‘Khushboo felao, irritation nahin’ and to reinforce the fact and make an impact, Tisca Chopra was assigned as the face of Alainne Room Freshener, a quintessential woman who believes in taking up any project only when she really feels for it,” said Goel.

Asked why Chopra has been chosen as the brand face, Jain, said, “As our primary TG is women and Tisca Chopra is one who connects with them the most. Her presence on OTT platform gives us an advantage to connect with the young ones as well. If you see her fans and followers on social media, you will find it’s mostly the decision makers in the category.”

The production of the film is done by Rajendra Films. 

Credits:

Brand: Alainne

Client: KCPL

Producers: Neeraj Suji & Parvinder Kaur

Creative Director: Hitesh Jain

FR CS & BD Head: Vikas Mishra

Director: Ishwar Singh Muchhal

DOP: Riju Samanta

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