CK ONE the first iconic unisex fragrance, reaches another land mark- 20 years of ruling the roost! In celebration of the 20 years, a year – long party is on- all over the world! Can India be far behind? Should India be left behind? We think not!
CK One, the fragrance that for the last 20 years has defied expectations, broken boundaries and become an aspirational vision of self-expression, has teamed up with MTV, the universe of the young, to create a unique musical offering in the form of a video that celebrates the #CKOneWay of life that the youth relate to – their own way, with their own rules! The song, written and sung by the vivacious indie soul Anushka Manchanda celebrates the spirit of individuality and reflects both, the philosophy of the fragrance and its users. The video also features fan-favourite, MTV VJ Bani who is known for being a strong individual with a unique sense of style. Fans of the fragrance can view the video on MTV and Pepsi MTV Indies.
Worldwide, CK One is celebrating 20 glorious years of enthralling the legions of connoisseurs who today are a part of what is fondly known as the CK One Tribe. This video is a slice of life montage of edgy, funky individuals living their lives unapologetically. Young, spunky, carefree- they make their choices – their way. One way- the unfamiliar path. One Way- the right way. One way- the only way.
Just like the fragrance in its inception touched a chord with a whole generation, the video will touch a chord with the new Indian. The idea is to capture the audience of today, while retaining its original audience, the one that grew up with CK One. Both of which belong to the same tribe, -a tribe that refuses to conform, but is eager and relentless in its pursuit of both self expression and self actualisation.
As a marketing innovation, the video and the collaboration are exciting in their newness. It moves away from the staid manner of advertising to this direct and exciting interaction with its audience. The India specific campaign started out with reaching out to our audience of today, getting them to speak about the way they choose to live their lives. The heart of the campaign involved engaging with the youth of today, asking them to share their bold choices on social media via their Instagram/ Twitter accounts with a #CkOneWay hashtag. The video drew its inspiration from the actual entries received across various platforms, from the audiences of today, the youth.
Says, Nigel Smith, GM India operations, “Today to get the best out of advertising has become very challenging with the various platforms available. We have a different and interesting story to tell hence decided to reach out to our target audience in a way not attempted before in India. By doing something unique, something impactful yet relatable our objective is to attract and retain the attention of our audience. Music being the key, this video may well, be that experiment that will help us engage our target audience more meaningfully.” The video will be rolled out on TV, digital platforms, radio and played out at music gigs.
To view the video, please click here:
ABOUT MTV
MTV, world’s premier youth brand, is a dynamic and a vibrant blend of music and pop culture. With a global reach of more than half-billion households, MTV is a cultural home to the millennial generation, music fans and artists. 32 MM fans following MTV across show pages on social media have made the brand #1 in social influence as well. MTV products are available across 35 unique categories with targeted brand licensing. MTV also has a buzzing MTV Live business with properties like MTV Video Music Awards and MTV Bollyland. Aiming to entertain, lead and collaborate with young people through its evocative communication and youth relevant shows like MTV Roadies, MTV Coke Studio, MTV Unplugged, MTV Rock the Vote, MTV KaisiYehYaarian etc. For information about MTV in India, visit www.mtv.in.com.