Upsilon (Perfume)

A group of passionate individuals wanted to launch a range of premium men’s perfumes that are thoughtfully crafted to compliment the persona of an individual. They wanted to differentiate themselves in the already cluttered market and position themselves as a brand that provides luxury perfumes that resonate with the Indian audience and their preferences.

We dug deeply into the psyche of the consumer and identified what people truly crave to launch the range of perfumes. With the idea of building the brand on the concept of accomplishment, we came up with the name UPSILON and the brand communication “Own Your Story”. The launch campaign rolled out in a phase-wise manner.

To create intrigue among the audience for an upcoming perfume brand, a campaign- Don’t be like Rahul was designed. The campaign created instances of how an individual loses his identity to fit in among the crowd. The revealer focussed on how Upsilon does not encourage you to change yourself, instead, it enhances inner confidence. This campaign piqued the curiosity of the intended audience.

This successful 360-degree marketing campaign resulted in 10.4 cr. META Impressions, 100+ pre-launch orders in a week, and 25L + Engagements at the time of launch.