The Challenge

A global fragrance-led brand wanted to evaluate whether shifting from international to Indian models in its advertising could drive stronger emotional connection—especially in Southern markets—without compromising its aspirational, romantic positioning rooted in foreign codes. The task was to decode how beauty, elegance, and romance were being interpreted across contexts, and whether the shift in casting was helping or hindering engagement.

Our Approach

We ran an integrated Spotlight Evaluation, combining:

• Facial coding and gaze tracking to capture System 1 responses across TV and print creatives—identifying what drew attention, where emotions spiked, and how models influenced viewer flow

• Qualitative deconstruction through small-group immersions to unpack narratives of beauty, desire, relatability, and brand cues

• Comparative stimulus testing of Indian vs. international casting—analyzing shifts in warmth, engagement, and category fit

What made it distinct:

• Blended emotion AI and cultural decoding to surface both subconscious reactions and meaning-making

• Focused on regional lenses, especially South Indian beauty codes and romance scripts

• Evaluated how different casting choices activated or diffused brand meaning

The Impact

The work offered a balanced, insight-led view on casting and creative codes, helping the brand navigate local relevance without diluting its core identity. These inputs are shaping how future campaigns modulate aspiration, intimacy, and cultural familiarity in their visual storytelling—especially in key regional markets.