Fragrance has always been more than a finishing touch; it is an expression of personality, mood, and identity. Embracing this philosophy, Ramsons Perfumes is strengthening its emotional connection with consumers through elevated storytelling and contemporary brand expression. Known for delivering quality fragrances that combine craftsmanship with accessibility, the company is now positioning fragrance not merely as a product but as a form of personal expression.
The collaboration with Mrunal Thakur reflects this strategic shift. Representing the modern Indian woman—confident, expressive, relatable, and aspirational—she resonates strongly with audiences across metro cities as well as emerging markets. This alignment mirrors Ramsons’ expanding consumer base of young, digitally engaged individuals seeking products that reflect both individuality and aspiration.
Speaking about the collaboration, Mrunal Thakur stated, “What I love most about Ramsons is how they make world-class, premium fragrances accessible to everyone and I’m excited to bring these beautiful scents to my fans across the country. It feels authentic to partner with a brand that believes confidence and self-expression should never feel out of reach. My personal favourite is Exotica.”
As part of the partnership, Mrunal will lead communication for Ramsons’ fragrance portfolio, with a focused emphasis on the Exotica range. The campaign frames fragrance as the ultimate tool for self-expression, celebrating the unique spirit and quiet strength of modern India. It introduces a refined visual narrative, featuring Mrunal in minimal, sophisticated settings designed to place the fragrance experience at the forefront. Through hero films, digital content, and integrated storytelling formats, the campaign aims to deepen emotional resonance while strengthening brand recall.
This collaboration marks a pivotal transformation for Ramsons, signaling its transition from a utility-focused fragrance label to an evocative lifestyle brand. By balancing aspirational appeal with affordability, the company aims to solidify its mass-premium positioning, targeting the 22–40 demographic across major metros and rising urban hubs.
Commenting on the announcement, Vrijesh Pandey, Group Chairman, Ramsons Perfumes, said, “Mrunal embodies the confidence and authenticity of today’s Indian woman. As Ramsons evolves into a more aspirational and digitally driven brand, this collaboration helps us connect with consumers in a more meaningful and contemporary way.”
Aligned with its broader business strategy, the campaign reinforces Ramsons’ shift toward brand-led growth and digital-first expansion across e-commerce and quick commerce platforms. Designed as an integrated initiative, the association emphasizes sustained storytelling, stronger brand recall, and long-term consumer engagement.
Through this collaboration, Ramsons aims to further establish itself as a modern, stylish, and trustworthy fragrance brand that understands today’s Indian consumers while making premium fragrance experiences accessible without compromise. Established in 1984, Ramsons Perfumes remains a homegrown Indian fragrance brand known for crafting high-quality perfumes that blend tradition, innovation, and accessibility. With decades of expertise in perfumery, the company continues to evolve with changing consumer aspirations while staying rooted in authenticity and craftsmanship. It operates three manufacturing plants across India with a capacity of producing over 5 million pieces per month, maintains a presence in more than 1.5 lakh retail outlets nationwide, expanded into the UAE in 2024, and is available across major e-commerce platforms including Amazon, Nykaa, Flipkart, and Meesho, as well as quick commerce portals such as Flipkart Minutes, Amazon Now, and Swiggy Instamart.
About The Author
Comment List