Ad Campaigns
ITC TVC portrays cool way to Engage in language of love
MUMBAI: ITC’s leading personal care brand, and one of the top deodorant brands, Engage has announced the launch the country’s first pocket perfume – Engage On. With lasting fragrances for men and women, Engage On is a segment disrupting, revolutionary product that is aimed at millennial’s who are always connected, engaged and on the move. ITC’s Engage, one of India’s top deodorant brands, brings in a unique way to engage.
Engage since its inception has succeeded on offerings that are distinctly different and communication that breaks the category clutter. ITC aims to redefine the mass consumer fragrance category through the pocket-sized Engage On, which embodies the brand proposition of playful chemistry, complemented with innovative, compact and slim packaging. It is this distinct size difference, and portability that are the pocket perfume’s key differentiator.
Engage introduces the pocket perfume though a flirtatious TVC, conceptualised and created by JWT. The advert depicts the playful interaction between a young, college-age couple who see each other at a bar, and shows them both using their Engage On pocket perfumes discreetly. Thus tying in with the brand proposition of encouraging playful romance and chemistry.
Engage On will retail at INR 60/- per pack and promises upto 250 sprays per pack. The women’s varietals include: Cool Aqua, Fresh Floral and Sweet Blossom; while the men’s fragrances include a Classic Woody, Cool Marine, and Citrus Fresh option. The perfume is pocket-sized and light weight, easy to slip into jacket pockets, jeans or small handbags alike.
A convenient pocket-sized innovation in six fresh new fragrances, Engage ON, celebrates each unexpected moment when love happens! It embodies the brand proposition of playful romance and brings alive the new language of love through its range of Pocket Perfumes. Engage Onis a segment disruptor and breaks the category clutter yet again with its communication and portfolio offering.
Insight based innovation has been the bedrock of ITC’s Personal Care Business. Deodorising is an under penetrated grooming concept in India. The introduction of Engage ON caters to the evolving attitude and lifestyle of consumers in India.
ITC Limited CEO – personal care products business Sameer Satpathy said – “Engage On is an innovation in the category of perfumes. The Pocket Perfumes developed for the youth is designed around the core benefits of desirability, affordability and convenience. Crafted by International fragrance experts, Engage ON offers an enormous opportunity to educate and drive the growth of perfumes.”
The communication illustrates the brand philosophy and defines Engage On further. Directed by the critically acclaimed director Abhinay Deo and music composed by Dhruv Ghanekar, the commercial highlights the brand proposition of playful chemistry with Engage ON bringing in the confidence of smelling great anytime, anywhere.
J. Walter Thompson SVP & NCD Tista Sen said, “A pocket full of perfume is what the new Engage communication promises. The ‘must have’ for every young couple getting to know each other a little closer. The secret is theirs alone and the viewers and that’s what makes it enjoyable. With this new product innovation, perfume needn’t be just what sits on your dressing table but something you can carry with you. And use it anytime, anywhere. It’s romance on the go and that’s what the TG will identify with.”
“A perfect little innovation by ITC. It was so much fun working on the pocket campaign. The TVC gives us a glimpse into a sweet little love story between two young people. The fun is that only the viewer knows their secret, which is engage pocket perfumes,” J. Walter Thompson senior creative director Simone Patrick said.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
