In a vibrant collaboration, lifestyle brand French Essence took center stage as the official fragrance and title partner for the 2024 edition of Kashiyatra in Varanasi. Running from January 19 to 21, the event provided a unique platform for the brand to showcase its range of perfumes amidst a backdrop of literature and art festivities.
Expressing her enthusiasm, Nidhi Gupta, the brand’s Chief Marketing Officer, highlighted the strategic alliance with Kashiyatra, IIT BHU, as the Crosswindz Title Partner and Official Fragrance Partner. Gupta emphasized the valuable connection with a dynamic and youthful audience, perfectly aligning with French Essence’s brand vision.
The festival, known for its vibrant and diverse young audience, served as a perfect setting for French Essence to introduce its latest products. By actively engaging with festival-goers, the brand not only forged new connections with young Indians but also significantly enhanced its brand awareness.
Kashiyatra 2024 featured a rich array of events, including the ‘Crosswindz’ western music showcase, ‘Bandish’ Indian music showcase, ‘Natraj’ dance performance, ‘Samwaad’ literary arts event, and ‘Toolika’ fine arts show. Attendees had the unique opportunity to experience French Essence’s fragrances firsthand while immersing themselves in the cultural showcases.
Describing itself as a “luxury lifestyle brand” specializing in fragrances and accessories, French Essence reaches Indian consumers through various multi-brand e-commerce platforms such as Myntra, Amazon India, Flipkart, Nykaa, and more. This collaboration not only showcased the brand’s commitment to luxury but also reinforced its presence among the diverse and youthful audience at Kashiyatra 2024.
