What if a superpower could help create better products? ITC Mangaldeep explores this idea in its latest campaign, highlighting the remarkable sensory abilities of visually impaired fragrance experts who play a key role in shaping the brand’s products.
Created by Ogilvy, the film revolves around Amit, a visually impaired child, and his friend Rohan during a neighborhood cricket match. In a light-hearted moment, Amit instantly realizes that Rohan has eaten samosas without sharing, simply by detecting the lingering aroma on his hands. The story subtly demonstrates the heightened sense of smell that forms the foundation of Mangaldeep’s Sixth Sense initiative.
Launched in 2021, the programme has grown into a structured fragrance evaluation panel comprising over 180 visually impaired experts across Chennai, Kolkata, Mumbai, Delhi, and Hyderabad. Trained by Mangaldeep’s in-house fragrance specialists, these panelists evaluate a wide range of fragrances, including floral, fruity, woody, herbal, and oudh-based scents.
Their insights directly contribute to product development, helping the brand refine fragrance profiles through sensory observations that traditional testing methods may overlook.
With the campaign’s closing message, “Smell What Is Possible,” ITC Mangaldeep shifts the conversation around inclusion. Rather than focusing on limitations, the initiative highlights expertise, craftsmanship, and unique capabilities.
By placing skilled contributors at the heart of innovation, the campaign showcases how diverse perspectives can drive product excellence. Through Sixth Sense, ITC Mangaldeep demonstrates that true inclusion is not just about participation-it is about recognizing talent and creating opportunities for it to thrive.
