In a highly competitive and message-saturated fragrance market, brands need to push the boundaries of creativity to achieve standout visibility and deep consumer connection. Our client commissioned this study to evaluate the effectiveness of their latest TVC—assessing its distinctiveness within a cluttered media landscape and capturing nuanced consumer feedback to inform future communication strategies.
Our client, a leading male fragrance brand, recently launched a new advertisement featuring a prominent Bollywood actor and sought to evaluate its performance against competitor campaigns. The brand aimed to understand how effectively the ad cut through the clutter, which creative elements resonated or fell short, and whether it reinforced or elevated its positioning among both existing and potential consumers. With celebrity endorsements becoming increasingly prevalent in the male fragrance category, the client wanted to determine if their campaign stood out, created an emotional connection, and translated into strong brand imagery and recall.
A qualitative research approach was employed, comprising three 90-minute Focus Group Discussions (FGDs) conducted at a central location. Each group included a mix of current users of the client brand and users of competing fragrance brands. Participants were exposed to a curated showreel of multiple advertisements to simulate real-world ad exposure, enabling an assessment of spontaneous recall, standout appeal, and overall engagement with the client’s TVC.
Our client’s ad emerged as a strong performer, ranking second in a showreel of multiple advertisements and earning wide appreciation—even among users of competitor brands when viewed independently.
Participants highlighted the ad’s visual storytelling and cinematic appeal: the Bollywood actor’s presence, the backdrop of tall glass buildings, and the sleek contrast between urban architecture and his elegant white attire conveyed premium masculinity. The use of color contrast, particularly in depicting the fragrance bloom, was perceived as fresh and effective in dramatizing the scent’s intensity. The overarching narrative of standing out resonated strongly, communicating confidence and individuality.
However, some elements received mixed feedback. The ending was considered abrupt by many, turning the product into a literal tall building—a metaphor that felt disconnected. The tagline lacked strong recall, largely because it was not verbalized by the protagonist. On a positive note, the packaging and font design were well-received, reinforcing the ad’s premium positioning.
The study also shed light on brand-switching motivations: poor fragrance longevity, fading appeal, peer recommendations, and strong in-store or media exposure. Celebrity endorsements remained influential in driving awareness and trust, though their relevance and execution were critical. Across the category, elements like humor, relatability, and emotional impact were key drivers of ad memorability.
To build on the ad’s success, several strategic enhancements were proposed:
- Refine the ending to provide a more grounded and satisfying closure that maintains the emotional impact.
- Integrate the tagline into the protagonist’s dialogue to strengthen recall and reinforce the brand message.
- Leverage existing strengths—celebrity appeal, visual elegance, and color storytelling—in future campaigns to maintain standout impact.
- Extend the fragrance bloom visual across other touchpoints, including packaging, digital channels, and in-store materials, as a creative differentiator.
- Capitalize on premium packaging cues (box design, font aesthetics) as a recurring motif to reinforce brand equity and enhance shelf presence.
The study delivered clear, actionable insights for the brand’s communication strategy. It confirmed that the ad successfully combined aesthetic appeal and emotional resonance, connecting strongly with the target audience. At the same time, it highlighted areas for improvement—such as the ad’s ending and tagline delivery—to maximize impact. These insights are now guiding the brand in refining content, enhancing visual storytelling, and aligning future campaigns more closely with consumer expectations and recall drivers.
