Wild Stone Code aims to be a premium perfume brand

CODE operates in a category that has traditionally been about price and value for money. However, a perfume is just a perfume, right? Not really. Here is a product that is superior in quality, something a lot more than just your average perfume. The task is to educate the customer about that difference and highlight the one thing that make our perfumes better – its ingredients.

Approach:

In the men’s grooming category here, it’s highly unusual to romance the ingredients, as it was seen as ‘feminine’. So, through the campaign, we created a ‘role model’ for our customers. Someone who is a man’s man, and a true connoisseur of all things nice. Through him, we want to educate our customers and, in a sense, convert them into someone who understood fragrances. Someone who could tell the difference between a regular perfume and CODE.

Sameer Sojwal and Sreekumar Puthan Veetil, Creative Leads, Sideways, have this to say about the campaign:
“For the campaign, we took cues from categories like fine whiskey. Where the celebration of the ingredients and the process bordered on obsession. And that’s where this character who is obsessed about the world of perfumes came about. He acts as our customer’s guide into this world of all things nice.”

Ankit Daga, Head – Business Development: The CODE range of Body Perfumes is designed for grooming connoisseurs who choose their products carefully after understanding their benefits thoroughly. The category today faces the challenge of building brand preference in an increasingly commoditized fragrance market wherein the male-grooming category is nascent at best. We decided to address these challenges through the campaign by triggering indulgent discoveries among our audiences.

Agency Credits: Sideways

Leadership – Abhijit Avasthi, Co-founder, Sonali Sehgal, Co-founder

Strategy: Utkarsh Pathak, Satish 

Creative: Sameer Sojwal, Sreekumar Puthan Veetil, Viraj Nandivadekar, Ashish Sedge, Eshwarya Khanna 

Account Management: Aditya Dhull, Aahiri Ghosh