Plum BodyLovin’, in collaboration with SW Network, has unveiled India’s first-ever scented billboard at Cyber Hub, Gurugram. Featuring the brand’s popular Vanilla Caramello fragrance, the unique installation offers passersby an immersive sensory experience, allowing them to smell the signature scent in real time.
Timed with Valentine’s weekend, the activation introduces visitors to Plum BodyLovin’s Vanilla Caramello Lotion, which blends warm notes of vanilla, salted caramel, pistachios and almonds.
The scented billboard campaign represents an innovation in Out-of-Home (OOH) advertising by seamlessly blending sensory engagement with visual appeal. Unlike traditional billboards that rely solely on eye-catching visuals and catchy taglines, this installation elevates the consumer experience through the power of scent, offering a multisensory interaction that leaves a lasting impression.
Raghav Bagai, co-founder of SW Network, said, “We set out to revolutionise brand experience by moving beyond just visual engagement into the powerful realm of scent. The immediate and enthusiastic response from visitors who stopped to experience the fragrance firsthand confirmed our vision for this innovative campaign.”
By introducing the Vanilla Caramello fragrance in a public space, the campaign taps into the emotional and memory-triggering aspects of smell, which is often overlooked in conventional advertising. This unique approach not only captures attention but also creates a deeper connection with the audience, making the brand memorable through an immersive and experiential touchpoint. It sets a new benchmark for OOH advertising by showcasing how brands can engage consumers beyond sight, paving the way for future campaigns that appeal to multiple senses for greater impact.
Stuti Sethi, brand lead, Plum BodyLovin’, too highlighted the significance of the campaign.
She stated, “Fragrance has been fundamental to Plum BodyLovin’s identity and Vanilla Caramello Lotion exemplifies this commitment. This installation transforms traditional advertising into an unforgettable sensory moment, allowing consumers to experience our signature scent in an unprecedented way.”
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