How Ripple Fragrances is creating fragrant marketing moments with IRIS

In a recent engaging conversation with Adgully, Kiran Ranga, Managing Director, Ripple Fragrances, explored the dynamic landscape of their latest offerings and strategic manoeuvers. This dialogue served as a comprehensive exploration, covering a spectrum of elements ranging from their captivating festive season gifting range to the core tenets of their marketing strategies. The discussion unveiled the reasoning behind the strategic partnership with Angad Bedi and Neha Dhupia as brand ambassadors. Integral details about the freshly unveiled Christmas gifting series were shared, offering a glimpse into the brand's innovative approach.

Ranga offered deeper insights into IRIS’ comprehensive marketing blueprint, shedding light on the nuanced promotional tactics employed for the new series, showcasing their adeptness in digital outreach and targeted audience engagement. Additionally, a glimpse into IRIS’ forthcoming plans for the new year was offered, along with a reflection on the notable aspects of their journey in 2023, encapsulating the brand’s vision, innovations, and market endeavours.

Could you tell us about the gifting box range named IRIS Celeste that was brought out during the festival season?

IRIS Celeste is IRIS Home Fragrances’ premium offering, a premium brand within our range of offerings. And under IRIS Celeste, we have launched two gift boxes – IRIS Glitter gift set and IRIS Bliss gift set. The whole idea behind this was to curate offerings for the consumer for different festival occasions. We specifically had two occasions in mind with the IRIS glitter gift box, the products that are offered are re-diffuser, votive candles, paper dinner candles, and Potpourri. And all of them have dull gold as product finishes. in keeping with the entire festive fever, especially around Diwali, where people are looking at opulent offerings, which are bright, and give a mood of celebration, that’s the idea that we have done that.

What is the thought behind collaborating with Angad Bedi and Neha Dhupia as the brand ambassadors?

For promoting our gift offerings, we were looking at a celebrity couple who could talk about this product. We felt that both Neha and Angad were a perfect fit because we focused on occasions for gifting, especially around Diwali and Christmas, where the entire family is involved. We want to bring out the chemistry of the couple when they decide on what kind of gift they will give. And for us, with fragrances, we have an opportunity to create unique memories.

Gifts such as chocolates or sweets are short term – once you consume it, the gift is forgotten. On the other hand, our fragrance products, especially the Iris Glitter gift set, will last for a very long time. We believe that fragrances create memories. Thus, when you gift a fragrance for special occasions, you are remembered for the good times that you had during the get-together. Be it a Diwali party or any special get-together, every time you smell that fragrance, it will remind you of that special occasion that you had. So, our tagline is ‘Creating Fragrant Memories’.

What is the marketing strategy of IRIS Home Fragrance?

The penetration of home fragrance products is fairly low in India. Our mission and guiding philosophy at Iris is to create sensory experiences for our consumers and provide a holistic experience. It’s not only that the product smells good, but it should fit well with your interior decor as well. We are doing it through fragrance design and form design. If you look at our different products – be it ceramics, glassware, and metal – we have different kinds of textures that go with different fragrances, different emotions, and different kinds of interiors that our consumers have. We want to make this a part of people’s everyday lives and not limited to gifting occasions alone.

How is IRIS leveraging digital media and technology to promote its new gifting series?

We are present on different social media channels, including Instagram, Facebook, and YouTube, where we are talking about the benefits of different fragrances on mood. We’re educating the consumers on a seasonal basis as well. We are trying to educate our consumers through social media about different fragrances for different seasons and what the impact on their moods and emotions will be.

We are also very active in terms of the blogging community and also online platforms for wellness, where we are talking about fragrances, we are talking about aromatherapy, the impact of fragrances on mood, and the wellness benefits. Moving forward, we will increase our customer engagement activities via contests, competition.

This Christmas season we are coming out with a special campaign with the theme – ‘Be a Perfect Santa’. The whole idea is to give Santa a break. Gifting is a very important thing. So, why don’t you give your loved ones lasting memories through our products? We have a fragrance wheel and different engaging contests, where people can pick and choose from our different fragrances and products which are made for Christmas.

What are IRIS’ plans for 2024?

Soon after the Christmas campaign, we will probably have an exciting new fragrance launch for the new year. That is something that we will be announcing on social media soon. Following this, we will be focusing on the next gifting occasions such as Valentine’s Day, Mother’s Day, Woman’s Day and more. So, January will be about the launch of a new fragrance for the new year. And then immediately we’ll start getting into campaigns and activities for Valentine’s Day and then for Mother’s Day.