Ramsons Perfumes has appointed Mrunal Thakur as its brand ambassador, signalling a strategic shift toward a more aspirational and emotionally driven positioning. The move is aimed at strengthening consumer engagement while redefining fragrance as a form of personal expression rather than just a daily-use product.

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Mrunal will front campaigns across Ramsons’ portfolio, with a special focus on the Exotica range. Known for her relatability and contemporary appeal, she brings a sense of authenticity that aligns with the brand’s evolving identity-one that blends accessibility with premium sensibilities.

The campaign adopts a minimal, visually clean approach, relying on digital films and integrated content formats to build recall. By stripping away clutter and focusing on emotion-led storytelling, Ramsons aims to create a deeper connection with younger audiences across metros as well as emerging markets.

At its core, the repositioning reflects a broader industry trend-where fragrance is increasingly being marketed as an extension of individuality, mood, and confidence. Mrunal’s association reinforces this narrative, positioning Ramsons as a brand that celebrates self-expression without making it feel exclusive or out of reach.

The collaboration also supports Ramsons’ digital-first growth strategy, with a strong push across e-commerce and quick commerce platforms. As the brand scales its presence, this ambassador-led approach is expected to drive both visibility and relatability, helping Ramsons stand out in an increasingly competitive fragrance market.