Aromati isn’t just another car air freshener. They craft automotive scents that transform how you experience your drive. Think of them as creators of luxury for your car’s interior, with skilled perfumers developing unique, long-lasting fragrances designed to make every journey sophisticated and memorable.
The Challenge:
- Big Competitors: Established names like Ambi Pur and Godrej had massive marketing budgets, making it tough for Aromati to get noticed.
- Budget Market Dominance: Most car air fresheners were cheap and basic, making it hard for a luxury fragrance to find its footing.
- Limited Scent Perceptions: People typically expected only common scents like lavender. It was unclear if consumers would pay more for unique, sophisticated car perfumes.
Our Strategy:
Our approach for Aromati was multifaceted, addressing their unique challenges with a holistic strategy across key digital touchpoints.
- Branding & Positioning: We began by meticulously shaping Aromati’s core identity, defining its market position, and crafting a distinctive brand voice. This included comprehensive research to ensure every aspect, right down to their packaging, conveyed the intended luxury experience. The goal was clear: elevate the perception of car fragrance, positioning Aromati as a premium, exclusive brand for discerning drivers who appreciate refinement, thereby differentiating them from mass-market options.
Content & Marketing: To effectively reach their audience, we executed a robust content marketing strategy. This involved developing compelling social media posts and calendars, alongside high-quality video production and photography. Our campaigns were designed to be strategic: we leveraged global trends, adapting top-selling luxury fragrances into car-friendly formats to broaden appeal. Crucially, we bridged the gap between personal and automotive fragrances, cleverly positioning Aromati’s car perfumes as an extension of a consumer’s individual fragrance style, elevating the brand far beyond a basic air freshener. This was further amplified through influencer marketing and expertly managed Meta and Google ad campaigns.
E-commerce & Operations: To ensure seamless sales and distribution, we handled all aspects of their e-commerce presence. This included setting up their online stores, establishing vital B2B networks, and managing fulfillment processes, all seamlessly integrated via Shopify.
The Results:
- Exceptional Campaign Performance: Our first ad campaign delivered an impressive 12x return on ad spend (ROAS). A modest investment of ₹60,000 generated ₹7 lakh in revenue within just three months.
- Strategic Influencer Marketing: Aromati successfully connected with their ideal customers – car enthusiasts who follow industry influencers and prioritize car care and customization. The campaign truly resonated with this receptive audience.
- Premium Product Positioning: Aromati’s strong average order value of ₹3,410 confirmed their success in establishing a premium brand image. Their core products, priced between ₹2,300 and ₹3,800, firmly cemented their place in the luxury car fragrance market.
- Expanded Reach: We built a strategic partnership network with around 11 high-end car detailing studios across India. This greatly expanded Aromati’s reach, placing their products directly within a complementary luxury car care environment.