Mumbai: Yardley has roped in Bollywood actor Kriti Sanon as its brand ambassador. 

The brand has also launched a new campaign conceptualised by Contract Advertising, a part of the Wunderman Thompson Group and member of the WPP network.

Yardley India business head Manish Vyas revealed the strategic approach behind this new campaign as he said, “The brand takes pride in using the finest natural ingredients and exotic flowers from gardens of England across its portfolio. Keeping this in mind, we came up with the campaign thought of ‘nature like freshness,' highlighting what goes into Yardley fragrances that make them distinct and desirable."

In the short film directed by Sohini Dasgupta, the actor is featured as a confident and independent young woman, stepping up to take on the world. The TVC has been launched across multiple channels across regions, including digital.

An extensive print campaign has been planned along with a prominent presence across general trade, modern trade, and e-commerce sites generating 360-degree visibility for the new campaign, said the statement.

“There is something magical about fresh flowers and their smell. They have a transformative effect on both mood & confidence. This is what we played up in the narrative since Yardley deodorants have natural floral fragrance that makes you feel fresh and confident," commented Contract Mumbai general manager Ayan Chakraborty.

"Yardley is a legacy brand and its legacy is fragrance and flowers, and the positioning of Yardley in India is about creating step-up moments for its target audience. The story beautifully brings together how the fragrance of Yardley transforms and creates the world of flowers and creates a step-up moment for our protagonist," remarked Contract Mumbai executive creative director Rahul Ghosh.

“Nature has its own way to light you up. Imagine if this feeling lingers all day long! That’s how soothing and refreshing Yardley is. I am really excited to jump into the floral world of Yardley London," said Sanon.