Ramsons Perfumes has brought in Mrunal Thakur as its brand ambassador, as it moves towards a more lifestyle focused direction. With this, the brand is looking to position itself as modern, accessible and more expressive for consumers in India.
The company is focusing on building a stronger emotional connection with consumers by showing fragrance as a way to express yourself, not just something you use. It believes partnering with Mrunal Thakur fits this approach, as she connects well with young, digitally active audiences.
As part of the partnership, Mrunal Thakur will lead communication for the brand’s fragrance portfolio, with a focus on the Exotica range. The campaign positions fragrance as an easy way for consumers to express their personality and everyday mood.
Ramsons is also introducing a more minimal and refined visual approach, with content designed to keep the focus on the product and its usage. Through films and digital content, the brand aims to improve recall and deepen consumer engagement.
According to the company, this move reflects its transition from a utility focused fragrance label to a more aspirational and lifestyle driven brand. It is targeting consumers in the 22 to 40 age group across metros and emerging markets, while expanding its presence across e-commerce and quick commerce platforms.
Mrunal Thakur said, “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.”
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.”
