For Valentine’s Day in 2025, romance took centre stage in Dubai as fragrance brand Enchanteur, in partnership with brand partnerships and media solutions agency Hikaya, rolled out a public activation that turned a proposal into a nationwide moment of magic.
The activation featured a grand proposal orchestrated at SkyDive Dubai, curated with all the sensory beauty Enchanteur is known for — flowers, music and a touch of theatrical flair.
The visual spectacle was captured and shared through a masterfully edited short-format video, spreading organically through platforms like TikTok, YouTube Shorts, Meta, and top-tier influencer handles.
The campaign generated more than 9 million views — 1.5 million organic and more than 7.5 million through paid media — amplified further by coverage in more than 20 media platforms such as Gulf News, Lovin Dubai, Khaleej Times, Arabian Business Week and Filmfare Middle East.
The virality drove organic pick-up across influencer and audience networks. City-based influencers voluntarily joined the wave, resharing the content and offering their commentary, underscoring the authenticity and relatability of the moment.
Hikaya, the agency behind the campaign, took charge from concept to execution, handling every aspect end-to-end from the strategy and creative concept to the production and digital media rollout. All touchpoints including ideation, filming, editing and media buying were handled by them.
In conversation with Campaign Middle East, Huzefa Siamwala, Founder, Hikaya, said, “We knew emotional storytelling would be key. So rather than a typical ad, we designed a live public moment — a grand proposal — that embodied love in its purest form. Our strategy was rooted in three pillars: virality, emotional engagement, and the chery on the top was the couple who performed the stunt was a real couple originally from the UK & Mexico at SkyDive Dubai with an experience of more than 20,000 jumps under their belt.”
The initiative went beyond tugging at heartstrings to light up social media feeds, trending across major news outlets and online channels and solidifying Enchanteur’s status as a brand synonymous with love.
Siamwala added, “We believe in storytelling that not only sells but also stirs. This activation was a beautiful confluence of brand vision and cultural relevance. Enchanteur gave us the freedom to create an emotional spectacle, and we’re incredibly proud of how it resonated with audiences across the region.”
The campaign went live on Valentine’s Day and continued through to the end of February, with extended coverage and audience interaction organically sustaining the campaign even post the core activation period. Influencer management and PR were managed by the brand.
Nazneen Shabir, Marketing Controller, Wipro Yardley, said, “At Enchanteur, we wanted to go beyond conventional product campaigns. Valentine’s Day is about emotion — and we know the strongest stories are the ones rooted in real people. This campaign allowed us to connect with our audience at a deeply emotional level while reaffirming Enchanteur’s place as the fragrance of love.”
The success metrics were benchmarked on performance: reach and impressions across digital platforms, earned media value through PR pickups, and qualitative sentiment from audience comments and influencer engagement. Most importantly, it sparked conversations, reshared moments and emotional responses.
Priyadarshee Panigrahi, Senior General Manager of Wipro Yardley, concluded, “For Enchanteur, we believe romance should be nothing short of magical — just like this breathtaking proposal high above Dubai.”
CREDITS:
Client: Enchanteur, Wipro Yardley
Agencies: Hikaya
