Conceptualized by Contract Advertising, part of the Wunderman Thompson group and a member of the WPP network, the campaign consists of a television commercial (TVC), where the actor is seen as a fashion designer and is asked whether the plug of the fashion event show is ready. After spraying the deodorant, Sanon regains self-confidence and is seen as the essential.
Sanon said, âNature has its own way of enlightening you. Imagine if this feeling persists all day! This is how calming and refreshing Yardley is. I am really excited to dive into the floral world of Yardley London.
Manish Vyas, Business Manager, Yardley India, revealed the strategic approach behind this new campaign and said: âThe brand prides itself on using the finest natural ingredients and exotic flowers from the gardens of England in its portfolio. With that in mind, we designed the campaign with “Nature as Freshness”, highlighting what goes into Yardley fragrances that makes them distinct and desirable. As part of the relaunch, Yardley deodorants are now 90% naturally sourced * and we’re introducing two new fusion variations: Scottish Meadows and Spring Blossom. To bring this campaign to life, we’ve teamed up with Kriti Sanon, who embodies authenticity and is a true inspiration to women today.
Ayan Chakraborty, Managing Director, Contract Advertising, Mumbai, shared the inspiration behind the advertisement and said, âThere is something magical about fresh flowers and how they smell. They have a transformative effect on mood and confidence. This is what we played in the story since Yardley deodorants have a natural floral scent that makes you feel fresh and confident.
Rahul Ghosh, Executive Creative Director, Contract Advertising, Mumbai, explained the approach and creative thinking behind the advertisement and said, âYardley is a legacy brand and its legacy is fragrance and flowers, and Yardley’s positioning in India is all about creating a step-up moments for its target audience. The story beautifully brings together how Yardley’s scent transforms and creates the world of flowers and creates an intensifying moment for our protagonist “.
The TVC has been launched on several channels in all regions and will also be rolled out digitally.
Watch the full announcement here: