Elevating Scent-Driven Storytelling Through Impactful PR for
McNROE
McNROE – Wild Stone, under the McNROE brand, successfully leveraged a powerful storytelling approach through its “Kunal Returns” campaign to dominate the digital fragrance space in Summer 2025. Backed by a surge in media visibility and high-impact narratives, the brand reinforced its dominance in the male grooming and fragrance category by integrating nostalgic storytelling with influencer associations, strategic product positioning, and trend-led insights.

objectives

To amplify visibility for the Wild Stone Supreme Perfume Collection while reviving the much- loved character Kunal, thereby creating a deeper emotional connect with Gen Z and millennial consumers. The campaign aimed to position Wild Stone as the leading name in affordable luxury fragrances for men during the crucial summer retail window.

tactics

Press Release Dissemination
Rolled out a wave of content with the key message: “Wild Stone is Up to Something, And It Might Just Involve Kunal!” The announcement was covered by top-tier industry and advertising publications such as AFAQS, Adgully, Best Media Info, and Manifest, capturing the attention of key marketing audiences.
Media Outreach & Listicles
Partnered with lifestyle and digital-first platforms like NDTV India, Zee News, The Mauve India, and Dailyhunt for product listicles, seasonal reviews, and "Top 5 Fragrances" features—building recall and recommendation credibility among online readers.
Product Placements & Reviews
Secured product features and reviews in The Mauve India, T3FS, and Zee News, presenting Wild Stone as the go-to summer perfume range.
Thought Leadership
Developed an authored media bulletin titled “How Fragrance Shapes First Impressions: The Psychology of Scent in Everyday Life, reinforcing the brand’s positioning as a leader in sensory branding.
Strategic Influencer Engagement
While podcast and influencer opportunities like The Ranveer Show were in the pipeline, the brand's synergy with youth icons such as Vicky Kaushal in concurrent campaigns was picked up and discussed on ET Brand Equity, strengthening the brand’s aspirational appeal.
McNROE PR Campaign 1
McNROE PR Campaign 2
McNROE PR Campaign 3
McNROE PR Campaign 4

Results

Total AD Value generated

9.2 M+

Total AD Value generated
Total PR Value generated

36.85 M+

Total PR Value generated
Share of Voice

82%

Share of Voice
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