MUMBAI: LAYER’R SHOT has launched its new campaign and tried to break away from all the deodorant ads in the category. It takes a leap from the existing category clutter with its new refreshing thought of “Soch Ho Khushboodaar”. The campaign is conceptualised and executed by Triton Communications.

Adjavis Venture MD Devendra Patel said, “It was very important to catch the pulse of today’s target audience – The Youth and the problems that they face on a regular basis. Triton understood this and captured the solution to this problem in a very humorous and beautiful way. The agency crafted a nice ending thought to the film - LAYER’R SHOT - Soch Ho Khushboodaar and the same was weaved in quite well in the storyline.”

This campaign revolves around older adults who are judgmental about today’s youth. The brand has used this insight to offer their support to the youth by showing them that the new fragrance just spreads good thoughts and eradicates the negative/judgmental thinking happening around them. The brand launched six new fragrances with this campaign called LAYER’R SHOT MAXX.

Triton Communications executive director Virendra Saini said, “LAYER’R SHOT has always been a product for the youth. The product has some amazing fragrances and at a very competitive cost. I feel that this campaign will give the product and the brand, the right push and will create a positive stir in the market where competition is really fierce. Also, Varun Dhawan is a perfect fit for this campaign as this product appeals to the youth and who better than Varun to represent today’s youth and their thinking. The script demanded someone who has humour and also, someone who can bring freshness and liveliness to the brand.” 

LAYER’R SHOT's parent company Adjavis Venture was incorporated in 2013. It is a customer-focused organisation having experience in building and launching some of India’s foremost brands in the FMCG and OTC segments.