March 9, 2017.
India’s leading fragrance brand Engage from the house of ITC unveils its first range of Eau de Parfum. Engage takes a bold step forward to redefine fragrance concepts inspired from the traditional philosophy of Duality. Based on the principle that all things exist in contradictory opposites, Engage presents ‘Yin’ for the Engage Man and ‘Yang’ for the Engage Woman.
The philosophy defines that two opposites attract and complement each other. The symbol illustrates that each at its core has an element of the other. With this as the concept premise, the fragrances have been designed to bring together fragrance notes which complement each other and have a core which has an element of the opposite.
In a new television commercial for Engage Eau De parfum, Engage elucidates the dichotomy of love and the role of fragrances in creating passionate memories. The film directed by Whitelight film’s Subir Chatterjee and Namita Roy Ghoseexplores the arguments and friction that is inevitable in any romance but illustrates the core of intense love that binds one another with the promise of a new beginning – because love will always find a way. The TVC opens with a couple in the middle of an intense, passionate fight. The famous LeonardCohen song ‘Dance me to the end of love’ serves as the perfect score forthe crisp story telling of separation and reuniting in an energetic interplay of Yin and Yang.
Tista Sen, SVP & National Creative Director, J. Walter Thompson comments, “Yin and Yang embody the very paradox of love. As poignant as a lovers quarrel it is the perfume that helps the reconciliation. With a haunting music track and visual imagery that brings home the utter pain and longing of a lovers anguish, the new range of EDP is the ultimate tribute in what brings lovers together. Because love will always find a way captures the intensity, passion and opposing views of a young relationship with symbolism and fluidity that Engage the brand has come to epitomise with perfection.”
‘Yin’ for Engage Man symbolically acknowledges and celebrates this core. Layered within the masculine earthy, woody and citrus notes, at the heart of this fragrance, is the floral note. ‘Yin’ for Engage Man upholds this core. ‘Yang’ for Engage Woman has feminine notes of Vanilla, red berries and a woody complex base note. ‘Yang’ for Engage woman reflects base note as its core.
When Yin & Yang (opposites) come together, there is a whole new magical thing called “us”.Designed as two halves, the glass perfume bottles and the packaging design also echoes the concept of duality.
Engage Eau De Parfum is the most recent launch in the Engage portfolio. It is available in 4 fragrances – Yin for Engage Man, Yang for Engage Woman, Femme and Homme. The exquisite mix of fragrances are deeply rooted in the brand concept that truly believes – ‘Similarities are boring. Opposites spice things up’.
Available across leading retail outlets in India, the fragrances are priced at Rs. 499/- for 90 ml.