In a bold move, Plum BodyLovin' and SW Network have unveiled India’s first-ever scented billboard at Cyber Hub, Gurugram. The innovative display transforms the traditional visual medium into an immersive experience, showcasing the brand's award-winning Vanilla Caramello fragrance.
The billboard highlights the Elle Beauty Awards 2024 "Best Body Moisturizer" winner, inviting passersby to experience its signature scent. This Valentine's weekend activation marks a significant milestone in experiential marketing, offering a fresh way for visitors to engage with the brand's best-selling lotion. The fragrance combines creamy vanilla and salted caramel with hints of pistachios and almonds, delivering a sweet yet balanced aroma designed for luxurious yet comfortable moments.
"We set out to revolutionize brand experience by moving beyond just visual engagement into the powerful realm of scent," explains Raghav Bagai, Co-Founder of SW Network. "The immediate and enthusiastic response from visitors who stopped to experience the fragrance firsthand confirmed our vision for this innovative campaign."
The campaign immerses people in the luscious, dessert-like scent of the award-winning Vanilla Caramello Body Lotion, proving that body lotions can be as indulgent as a sweet treat. Many visitors noted the aroma reminded them of freshly baked desserts and gourmet confections. The fragrance now extends beyond just a lotion to an entire body care range, including an Eau de Parfum.
"Fragrance has been fundamental to Plum BodyLovin's identity, and Vanilla Caramello Lotion exemplifies this commitment," said Stuti Sethi, Brand Lead at Plum BodyLovin'. "This installation transforms traditional advertising into an unforgettable sensory moment, allowing consumers to experience our signature scent in an unprecedented way."
This initiative represents a bold step forward in experiential marketing, reinforcing Plum BodyLovin's position as a leader in the body care segment and setting new standards for consumer engagement in the beauty industry.
