The campaign leans into a visually rich and emotionally grounded style of storytelling that captures the fragrance’s essence, mystery, intimacy and allure.At a time when most campaigns rely heavily on paid media, algorithm-friendly formats and templated influencer plays, Afnan Perfumes took a different route – one that relied on creative instinct over conventional marketing mechanics.
To launch its 9PM Elixir, the brand’s newest fragrance under its bestselling 9PM line, Afnan bypassed the traditional agency model and collaborated directly with The Company Films to produce their first brand film. No filters, no overworked decks, just a focused partnership between client and creators with a shared goal: tell a story worth watching.
The 9PM Elixir campaign was created to build on the legacy of the 9 Collection, introducing a deeper, more refined scent while generating intrigue, strengthening brand awareness and appealing to a global audience.
The launch was executed through a multi-channel approach, including TV commercials, digital activations, CRM communications and social media content.
Committing to no media spend, the brand decided to celebrate its distinct creative identity, cut through a crowded category, and ensure high-quality engagement from fragrance enthusiasts, garnering more than 1 million organic views across social platforms.
The hero film was directed by Rajeev Thottippully, conceptualised by Chris Pyndadath, and produced by Yousaf Yakoob with line production by Fedor Kan and Irina Balerina.
It leans into a visually rich and emotionally grounded style that captures the fragrance’s essence, mystery, intimacy and allure, offering a subtler, more authentic approach than typically seen in regional fragrance advertising,
The campaign targeted audiences aged 16 to 40 years, and is running globally, with distribution in more than 120 countries. It will continue to run until the end of September.
The launch also featured collaborations with select celebrities and influencers, enhancing its aspirational appeal and expanding its reach.
From a marketing standpoint, what stood out was the clarity of intent. There was no attempt to follow trending formats or mirror other successful campaigns. Instead, the brand leaned into what made the product distinct and trusted the creative team to craft a narrative that felt authentic.
“The campaign was a real milestone for us,” shared Zaid Fazlani, Marketing Director at Afnan Perfumes. “9PM already holds a strong position in the market, and we wanted the campaign to build on that in a meaningful way. The team at Company Films understood that. They were collaborative, flexible and delivered a concept that resonated, without compromising on brand or budget.”
The film’s performance, without a single dirham spent on boosting, serves as a strong reminder: Audiences still engage with stories that feel honest, fresh and intentional.
In an environment where content often leans on shortcuts to gain visibility, this campaign reinforces the long-term value of putting craft and narrative at the centre of creative marketing.
CREDITS:
Client: Afnan Perfumes
Production house: The Company Films
Director: Rajeev Thottippully
Conceptualisation: Chris Pyndadath
Produced by: Yousaf Yakoob
Line production: Fedor Kan and Irina Balerina
