CK One teams up with MTV to celebrate 20 years of existence

Celebrating 20 years of being around, CK One, the unisex fragrance has a slew of celebrations in the pipeline and yes, India is not being left behind. The fragrance has teamed up with MTV, the universe of the young, to create a unique musical offering in the form of a video that celebrates the #OneWay of life that the youth relate to - their own way, with their own rules! The India specific campaign started out with reaching out to our audience of today, getting them to speak about the way they choose to live their lives. The heart of the campaign involved engaging with the youth of today, asking them to share their bold choices on social media via their Instagram/ Twitter accounts with a #CkOneWay hashtag. The video drew its inspiration from the actual entries received across various platforms, from the audiences of today, the youth.

"Today to get the best out of advertising has become very challenging with the various platforms available. We have a different and interesting story to tell hence decided to reach out to our target audience in a way not attempted before in India. By doing something unique, something impactful yet relatable, our objective is to attract and retain the attention of our audience. Music being the key, this video may well, be that experiment that will help us engage our target audience more meaningfully", says, Nigel Smith, GM India operations.

The song has been written and sung by the vivacious indie soul Anushka Manchanda and it celebrates the spirit of individuality and reflects both, the philosophy of the fragrance and its users. The video also features popular veejay, Bani.

To view the video, click here:
https://www.youtube.com/watch?v=35Nt4Gz-XHI