MAM
Stinky Branding
The smell of armpits, dirty laundry, and soiled diapers are all now highly sought-after scents, as companies, pursuing smelly-branding have all lined up, excited for having exclusive rights to aromas which they can use to bring odor to their lifeless products. Like, peachy-smelly-bras or chocolate-smelly-underpants and so on.
All of a sudden, there is a rush to secure a copyright on any distinct smell from our daily lives, and exclusively use it in conjunction with a branded product or a service. Like the smell of bread in a hot oven at the bakery to be used by a sandwich maker, or like the smell of Gouda cheese and the notorious whiff of dirty socks, to be exclusively used by a shoe maker.
Ridiculous attempts.
So here it is. This is what happened to the most recent aggressive attempts by Paris-based company, Eden Sarl, who tried very hard to get the smell of strawberries exclusively copyrighted for products of soap, stationery, leather goods and clothing.
Initially, EU Trademark agencies refused their earlier applications, so they took it to their regional second-highest courts. They too, rejected Eden Sarl’s application. So what’s all the fuss?
The smell of armpits, dirty laundry, and soiled diapers are all now highly sought-after scents, as companies, pursuing smelly-branding have all lined up, excited for having exclusive rights to aromas which they can use to bring odor to their lifeless products. Like, peachy-smelly-bras or chocolate-smelly-underpants and so on. There are some not so pungent odors, like apples, bananas and oranges, but all the attempts for exclusive use have failed.
The sensory expansions
This brand new frontier is said to be giving a big boost to odorless products. The general idea is that by using smell as an exclusive sensory tickler, now considered by many, a stroke of branding genius, marketers can bring life to their already dead brands. Sounds very sensory, but in reality, it’s time to smell the coffee.
According to the practitioners of these trendy branding jockeys, every corporation is supposed to have their own distinct branded smell. Remember the fumes and the steamy whiffs when you enter a sausage factory, a Laundromat, beauty saloon or funeral parlor.
Now just wait for the exclusive and powerful smell of a bank, where every branch smells the same. Perhaps the smell of a fish store, or a realty office with a smell of a rose-garden, with soft music all aimed to hypnotize the customer. What about the smell of a hotel? Should it smell like an airport or the last diesel taxi? The desperate hours of the desperate branding are already here. You not only need to hear and see the collapse, but now you can smell the rat too.
Branding limitations
When there is no proper name brand identity, and there is no sophisticated cyber-branding game plan, then there is certain panic to find dumb and dumber things to do and keep the branding circus going in all directions.
According to BBC reports, the EU courts stated “Strawberries do not have just one smell. This means that the different varieties of strawberries produce significantly different smells.” Surely, we now need some wine tasters and keen noses.
On the strawberry issues, the company wanted this aroma exclusively for their product lines, just like the way some companies attempted to claim exclusive corporate colors, which indecently holds no water either and no longer a winning case, as there are only few colors and billions of companies and products. Blue is no longer exclusive to IBM, but equally used by ten thousand other computer companies. What worked in the fifties, as an exclusive color idea, is no longer valid in the post-millennium market. Don’t you smell trouble here?
Exclusive noses
As part of a new craze for smelly-branding, hip brand managers are desperately trying to project a sensory message with an exclusive aroma. Checkbooks are being scented, clothes are pre-perfumed, and cars are wildly sprayed. Now you know why massage oils are scented, and how aromatherapy became so popular.
For perfume companies, this was a normal thing to come out with an exclusive fragrance, and to sell it as an expensive branded perfume or cologne. But now, for branding to rush after the generic smells from the public domain and claim them exclusive for their product lines, is a short lived gimmick of a tricky branding attempt by the feeble few marketers and their nasal clogged minds.
Any brand can develop any original fragrance and use it just like any fashion brands have already done so successfully, but to say that the smell of the ocean and sea salt is exclusively copyrighted to a tire company is really having the creative noses buried in merde! Phew, that’s some aroma.
MAM
Lessons from global media markets on building enduring content franchises
Rose Audio Visuals COO and CFO Mitesh Patel.
MUMBAI: The global media landscape has undergone a fundamental shift. Success today is no longer defined by a single hit show. It is defined by the ability to build intellectual property (IP) that travels, evolves, and compounds over time.
At Rose Audio Visuals, this shift is central to how we think about content pitching and creation. We are no longer in the business of just making shows. We are in the business of building IP ecosystems.
From Hits to Franchises
Globally, the most successful content is designed to extend beyond its first outing. It travels across: Seasons, Platforms (TV → OTT → Digital), Formats (series → spin-offs) Shows like Stranger Things and Money Heist are not just successful series they are multi-layered franchises with global recall, fan engagement, and long-term monetisation. The key learning is simple: If content cannot scale beyond one season or one platform, it remains a project not a franchise.
Local Stories, Global Impact
One of the most powerful global trends is the rise of culturally rooted storytelling. Platforms today reward local authenticity combined with universal emotion. Stories that are deeply regional are no longer limited by geography they are amplified by it. Consider the global impact of Squid Game or India’s own Sacred Games. The takeaway is clear: The more authentic the story, the greater its potential to travel if the emotion resonates universally.
Monetisation Begins After the First Window
A critical global learning is that the true value of content is not realised at launch, it is realised over time.
Strong franchises unlock multiple revenue streams: Licensing, International remakes, Brand integrations, Digital extensions , Events and immersive experiences
Global players like The Walt Disney Company have mastered this approach, turning content into long-term ecosystems that extend far beyond the screen.
The first window is just the beginning. The real value lies in what follows.
At Rose Audio Visuals, we increasingly evaluate projects not just on commissioning value, but on their long-term franchise potential.
The Rise of Creator-Led Franchises
An important global shift is the emergence of creator-led IP ecosystems.
Creators today are not just content producers they are building full-scale franchises across platforms, formats, and businesses.
A powerful example is MrBeast. What started as YouTube videos has evolved into: Multiple content formats, Global audience scale , Brand extensions and businesses, High-impact experiential content This is a fundamentally different model digital-first, audience-owned, and infinitely scalable.
This model is still in its early stages in Indian but it represents a massive opportunity.
The next wave of Indian content franchises may not come from traditional studios alone but from creators who think like media companies.
Balancing Data with Creative Instinct
Streaming platforms today are deeply data-driven. Data helps Identify emerging genres, Predict audience behaviour , Inform commissioning decisions However, global experience shows that data alone does not create hits. Data informs scale, but storytelling creates impact.
Talent is the Foundation of Franchises
Enduring franchises are rarely accidental they are built through long-term creative partnerships. Globally, there is a clear focus on nurturing Actors, Writter, Show runner and director. Franchises are not built on scripts alone they are built on creators. This is an area where we continue to invest deeply building long-term relationships with talent rather than project-based collaborations.
Multi-Platform Thinking from Day One
Content consumption today is inherently multi-platform. A successful show must be designed not just for its primary platform, but for: Short-form extensions, Social media amplification, Digital-first engagement. Every show today needs a second life beyond its original format.
India: A Market at an Inflection Point
India today stands at a unique moment in its content journey.
We are seeing significant opportunity in Regional markets (Telugu, Tamil, Marathi and others) Emerging formats such as micro-dramas, Scalable, franchise-driven fiction IP
India does not lack stories. What we have historically lacked is structured franchise thinking something that is now beginning to evolve.
The Way Forward
The biggest lesson from global markets is this: The future belongs to companies that do not chase hits, but systematically build franchises. Because while hits may deliver immediate success, franchises create long-term value, recall, and compounding growth.
At Rose Audio Visuals, this belief shapes how we develop, greenlight, and scale content across platforms.
For content companies today, the question is no longer “Will this show work?” It is: “Can this become a franchise?”
A Personal Note
Having worked across content, business, and strategy, one thing has become increasingly clear to me, the most valuable companies in our industry will not be those that create the most content, but those that create content that endures.
Building a franchise requires patience, conviction, and a long-term lens something that the industry is only now beginning to fully embrace.As we continue this journey at Rose Audio Visuals, our focus remains simple: to move from volume-driven creation to value-driven storytelling. Because in the end, stories may start conversations but franchises build legacies.
