Upsilon has recently launched its launch campaign announcing featuring actor Gagan Arora.
The ‘Own Your Story’ campaign encourages men to be their confident self and embrace their journey.
The campaign consists of digital video commercials (DVCs) and Arora is seen playing the lead role. In one of the DVCs, Arora gets ready for sports wearing the Upsilon perfume; in another, he is confident of meeting his date on a bike after wearing Upsilon and in the last one, he gains the confidence to dance with his boss at the party.
Integrated communications agency Zero Gravity Communications carried out the end-to-end campaign management from conceptualisation to execution.
Neeraj Bhensdadia, Co-Founder, Upsilon, said, “The 'Own Your Story' campaign aims to connect with men from all age groups, each with unique personality traits. It encourages them to be open-minded in bagging the limelight. Its innovative storyline is bound to strike a chord among our millennial audience. Seeking inspiration from a Greek Alphabet, transliterated as 'U’, we at Upsilon strive to showcase that the path ahead for everybody is two-way. It is an opportunity for them to take the path that will bring out their best. While they do so, our handcrafted elixirs let them cite their story with confidence and charm."
"When Neeraj and his team approached us, their mandate was clear- to come up with distinct positioning for perfume which resonates with the millennial audience. We didn’t want to use attraction from the opposite gender as a means to get attention for Upsilon, hence this approach," said Khushboo Solanki Sharma, Founder, Zero Gravity Communications.
The campaign launches Upsilon’s three fragrances – Wild Blue, Golden Sand, and Shooting Star for men.
These perfumes are curated specially for everyday events, sportswear, and party wear, respectively. The DVCs have been conceptualised keeping these occasions in mind.