Summary
- Campaign: “Lasting First Impression” (featuring the character ‘Kunal’)
- Brand: Wild Stone (McNROE Consumer Products)
- Focus: Highlighting the evocative power of fragrance in social and romantic settings
- Core Message: A great fragrance lingers long after you have left the room
- Key Insight: Wild Stone identified that for young Indian men, “grooming” is often about social confidence. By creating a high-tension, slightly “filmy” scenario, the brand positions its deodorant as a tool for creating an irresistible, masculine aura that creates an impact without saying a word.
Ad Plot
The commercial is set in a sophisticated social gathering. The narrative centers on a young man named Kunal, with understated confidence.
The plot focuses on a father (standing along with his daughter) who is impressed because of Kunal’s scent. The “twist” in this specific campaign is the concept of the “Lasting Impression.” Next day when the father comes to greet his daughter in the morning he can smell Kunal’s scent on her.
The ad concludes with a subtle ‘Kunal’ jibe by the father. The narrative reinforces that while a first impression is made in seconds, the fragrance ensures that the impression stays behind, effectively “claiming” the space for Kunal.
The tagline “Log toh notice karenge” (People are bound to notice) punctuates the finale.
Reception & Recall
The “Kunal” series became a significant part of Wild Stone’s brand identity, praised for its cinematic quality and sophisticated take on the “attraction” trope.
- It was a viral sensation on YouTube, garnering millions of views within weeks. While some traditionalists found it “too bold” for Indian television, it was a massive hit with the target audience of young men (18–30) who wanted a “magnetic” personality.
- Unlike international brands like Axe (which often featured “crowds” of women), Wild Stone focused on one-on-one, high-tension chemistry that felt more “Indian”.
