Ahmedabad, 18th November 2022: While the market is flooded with homegrown D2C brands, Upsilon manages to stand out with its launch campaign, Own Your Story, starring the internet sensation Gagan Arora. This campaign encourages men to be their confident self and embrace their journey.
The campaign consists of Digital Video Commercials (DVCs) starring actor Gagan Arora playing the lead role. In one of the DVCs, actor Gagan Arora gets ready for sports wearing the Upsilon perfume; in another, he is confident of meeting his date on a bike after wearing Upsilon, and in the last one, he gains the confidence to dance with his boss at the party.
Credit goes to the integrated communications agency Zero Gravity Communications for end-to-end campaign management from conceptualization to execution.
Neeraj Bhensdadia, Co-Founder, of Upsilon, said: “The ‘Own Your Story’ campaign aims to connect with men from all age groups, each with unique personality traits. It encourages them to be open-minded in bagging the limelight. Its innovative storyline is bound to strike a chord among our millennial audience. Seeking inspiration from a Greek Alphabet, transliterated as ‘U’, we at Upsilon strive to showcase that the path ahead for everybody is two-way. It is an opportunity for them to take the path that will bring out their best. While they do so, our handcrafted elixirs let them cite their story with confidence and charm.”
“When Neeraj and his team approached us, their mandate was clear- to come up with distinct positioning for the perfume that resonates with the millennial audience. We didn’t want to use attraction from the opposite gender as a means to get attention for Upsilon, hence this approach” said Khushboo Solanki Sharma, Founder, of Zero Gravity Communications.
The campaign launches Upsilon’s three premium fragrances – Wild Blue, Golden Sand, and Shooting Star for men. These perfumes are curated specially for everyday events, sportswear, and party wear, respectively. The DVCs have been conceptualized keeping these occasions in mind. The three unique fragrances are available on Upsilon’s official website and e-commerce platforms, including Amazon and Flipkart.
Founded in the year 2022, Upsilon is the brainchild of three founders- Ravi Dadhaniya, Neeraj Bhensdadia, and Vatsal Vachhani. It was born out of the vision to disrupt the luxury fragrance market in India. During their stay abroad, co-founders Neeraj and Vatsal used to send gifts to Ravi including luxury perfumes. At the same time, limited access to luxury perfumes in India baffled Ravi. After extensive research, Ravi realized that more than 50% of luxury perfumes were unavailable in India, and the remaining were too expensive. He discussed his entrepreneurial idea to explore possibilities in the perfumery market with Neeraj and Vatsal, and Upsilon was born.
With their vision to be recognized as a leading Made-In-India Perfume Brand that offers premium fragrances reflecting the unique character of every individual and catering to every occasion, the trio is all set to disrupt the Indian perfumery market with Upsilon.