Public relations are often hailed as a game of visuals and words. But what if the next frontier of brand recall isn’t visual or auditory at all? What if it’s olfactory? Welcome to the quirky but intriguing world of scent-based PR, where smell becomes the message.
In the West, scent marketing isn’t new. Hotels like Westin employ a signature white tea fragrance across properties. Abercrombie & Fitch is known for infusing its stores with its trademark cologne. The science behind this is simple but powerful: smell is directly connected to a person’s memory and emotion. In a country like India, where sensory overload is a way of life, could PR campaigns harness scent to cut through the noise? The answer lies in opportunity and creativity.
Imagine walking into a multiplex lobby and being greeted by the comforting aroma of hot butter popcorn sponsored by a popular snacks brand. Or a toy store subtly releasing a whiff of baby powder. Or a bank branch using lavender to create calm in a stressful environment.
The question arises: Can this work in India’s complex and largely digital-first market? Surprisingly, yes — with some inventive tweaking.
Take packaging, for instance. Several D2C brands are exploring scented packaging as part of their unboxing experience. A tea brand might scent its box with hints of cardamom or lemongrass, setting the tone even before the first sip. A luxury apparel brand could embed a signature perfume in the tissue wrap, leaving a lasting impression.
Another area of potential is experiential marketing events. Malls and trade expos remain a big draw in Tier I and II cities. Brands could design smell-led installations — a “scent tunnel” by a detergent company, or a jasmine-scented art installation sponsored by a spiritual brand. The scent then goes on to become the story.
Cinema halls, metro stations, temples, salons, and even public washrooms can become surprising yet effective touchpoints. A campaign that is centred around cleanliness might use fresh citrus notes in public toilets to not only elevate hygiene but subtly drive home the message of sanitation.
Retail is perhaps the most obvious territory. From wedding boutiques to sweet shops, scent can elevate brand differentiation in a crowded marketplace. A scent unique to your store becomes part of the brand identity. The moment a customer smells it elsewhere, it triggers recall.
What about digital PR?
This is where things get meta. Brands could mail scratch-and-sniff samples or scent strips along with QR codes leading to digital campaigns. Influencers could review “smell experiences” on unboxing. Magazines and newspaper inserts — still popular in India — are prime candidates for scented ads.
In the FMCG sector, particularly with incense sticks, deodorants, shampoos, and food products, olfactory PR isn’t just possible — it’s the key. The storytelling here moves from “what it looks like” to “how it makes you feel.”
The entire experience comes with its fair share of challenges. Climate conditions, personal preferences, and scent sensitivities can all make the execution complicated. Moreover, measuring ROI on scent is more art than science. But as with all pioneering PR, the goal is not immediate conversion — it’s long-term brand association.
In an India where sensory storytelling is intrinsic to culture — think temple flowers, street food spices, monsoon petrichor — scent offers an underused but emotionally rich PR tool. It brings brands closer, literally and metaphorically.
So, can smell-based PR work in digital-first India? With the right mix of scent strategy and storytelling, not only is it possible, it has the power to be the breath of fresh air Indian PR needs.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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