Summary
- Campaign: “Wild Stone Red” (featuring Dia Mirza)
- Brand: Wild Stone (McNROE Consumer Products)
- Focus: Positioning Wild Stone Red as a highly premium, intensely sensual fragrance that triggers deep, irresistible attraction.
- Core Message: The raw, magnetic appeal of Wild Stone Red can melt even the most sophisticated and poised exterior.
- Key Insight: Wild Stone broke away from standard, loud deodorant commercials by utilizing cinematic elegance. By casting Dia Mirza—renowned for her grace and classic beauty—the brand demonstrated that the fragrance appeals to refined sensibilities, making the attraction feel sophisticated rather than cheap.
- The Wild Stone Red television commercial (TVC) featuring Bollywood actor Dia Mirza was launched on February 2013. Created by the creative agency Soho Square, the pan-India campaign focused entirely on the concept of irresistible sensory attraction
Ad Plot
The advertisement plays heavily on Wild Stone’s signature themes of intense, unstated attraction and the classic “sensual woman next door” trope.
The film begins with Dia Mirza dressed in a white robe with semi-wet hair walking towards her window. She catches a strong, captivating whiff of a man’s fragrance from the opposite building. Upon opening her eyes, she spots a young man looking back at her, and they exchange lingering glances.
Instead of closing her curtains, she opens the window further. The scene shifts to show her at her dressing table, getting ready, applying makeup, and checking if he is still watching. She steps back to the window dressed in a striking red saree to deliver a final, seductive look before abruptly walking away. The voiceover presents the product variant: “Presenting Wild Stone Red.” The commercial concludes with the man left wondering where she went, only for his doorbell to ring—delivering on the brand’s tagline, “It Happens.”
