Mumbai: Cuticura, a beauty and personal care brand from Cholayil has launched a new television commercial for its “no-gas” deodorant range with Smart Perfume Burst – that promises to provide a day-long fragrance.

The 30-sec commercial shows the benefits of the product through a regular scenario in the day-to-day life of a young girl, who struggles to keep herself fresh throughout the day when she juggles across her hectic day schedule.

“We wanted to create something disrupting the category of “no gas” deo popularly known as Body Perfume. There’s a huge need gap in the category right now where ordinary deodorants are not able to provide long-lasting fragrance and consumers either have to carry deo in the purse or feel the constant fear of smelling bad due to an ever-evolving fast lifestyle. The newly launched Body Perfume range addresses this need gap and provides a product that can give up to 24 hours fragrance,” said Cholayil VP sales and marketing Ashish Ohlyan.

The new TVC designed by the creative agency Leo Burnett highlights the product’s skin-friendly features. It shows how it has zero per cent Triclosan that avoids skin irritation, and zero per cent Aluminum that avoids skin rashes and does not block skin pores.

Leo Burnett national creative director Sachin Kamble said “Today’s generation is always on the go.  And while they are working hard and multi-tasking their way to their goals, they are also looking for solutions that help and support them in achieving their dreams. Our film, featuring popular actor Deepti Sati, shows how the perfume works throughout the day whether you are outdoors, working out or at a party.”