Scent, sound and sips: How sensory marketing is stirring up Indian market

Sensory marketing is making a ‘scent-sational’ splash in India, and it’s not just about the smell of chai. Take Hailey Bieber's ‘Rhode’ skincare brand’s multiple products including the new Cinnamon rolls flavoured Lip Balms, for example. The buzz around its launch, with its promise of effortless luxury, wasn’t just about the product but the experience, engaging touch, sight, and even the sense of well-being. From online influencers' content to the scent of skincare that people can almost ‘smell’ through the screen, Rhode’s success is rooted in sensory appeal.

This all makes perfect sense when you look at the rich history of sensory marketing. Remember the ‘perfume strips’ from the '90s? Brands got clever by introducing scratch-and-sniff ads to lure you in with a whiff of their latest fragrance. Fast forward to 2013, when Fanta took it to a whole new level—by printing ‘edible paper’ strips in ads that actually tasted like Fanta! Imagine reading a magazine and tasting your favorite drink. Sensory marketing has always known how to surprise us with quirky, memorable experiences. So, whether it’s the scent of a Starbucks holiday brew or tasting Fanta on your ad, sensory marketing is where sight, smell, and taste come together to make brands unforgettable.

So, now that we've set the stage for sensory marketing's rise in India, let's dive into the juicy details of how brands are using our senses to win us over. From aroma-filled campaigns to delightful tactile experiences, here's a list of the most creative sensory marketing campaigns that have taken India by storm!

Swiggy Instamart's Mango-Scented Ad

In a pioneering print campaign, Swiggy Instamart collaborated with Times of India to deliver a mango-scented ad, engaging the olfactory sense of readers. This creative use of scent in a traditional newspaper format attracted significant attention and boosted social media interaction.

https://x.com/phanikishan/status/1797169739178877048?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1797169739178877048%7Ctwgr%5E906e38ed6aa725d47d5922fc7513cb3ec7274c86%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.exchange4media.com%2Fmarketing-news%2Fswiggy-serves-mango-scented-ad-on-the-front-page-134754.html

Coca-Cola's "Share a Coke" with Augmented Reality

Coca-Cola expanded its sensory marketing with AR-enabled bottles where users could scan the packaging and access exclusive content and visuals on their phones. This multi-sensory experience blended the visual and tactile with interactive digital elements.

https://www.exchange4media.com/advertising-news/coca-colas-share-a-coke-ad-comes-to-india-89500.html

Starbucks India's “Seasonal Sensory Appeal”

Starbucks introduces limited-time beverages like Chai Mocha, Chai tea Latte, Pumpkin Spice Latte, Gingerbread Latte, and Toffee Nut Frappuccino during festive seasons. These drinks feature strong, recognizable scents of cinnamon, nutmeg, and cloves, creating a nostalgic connection for customers.

https://www.facebook.com/share/r/15RdPhvkZU/

Nescafé's Sound-Driven Campaign

Nescafé used ambient sounds in stores, such as the sound of coffee brewing, to create an inviting atmosphere, triggering sensory memories related to comfort and relaxation.

https://youtu.be/0xuBOdr32qE?si=SrPX1buy9lnYLXIC

Titan Watches' Aroma and Display Integration

Titan used both scent and visual storytelling in their flagship stores, where the fragrance of luxury perfumes subtly matched the scent of the brand’s signature watches, creating an immersive shopping environment.

IKEA's Multi-Sensory Store

IKEA in India introduced a store with ambient sound, smells of fresh wood, and tactile experiences in their product displays to help consumers feel more connected to the brand and visualize their home environments.

Fabindia's “Store Scents”

Fabindia uses earthy scents and calming music in stores to align with their natural, handmade brand identity. These olfactory factors usually convert into their candles being sold and not just their fashion.

Raymond “Feel The Fabric”

Raymond launched print ads embedded with textured swatches, allowing readers to "feel" the premium fabric. This tactile experience was especially impactful in communicating product quality through traditional media.

Santoor Soap Strip

Santoor partnered with magazines to include scented strips in print ads. Readers could experience the fragrance of the soap directly, driving product recall through olfactory engagement