Bella Vita Luxury launches new TATA Indian Premier League (IPL) 2023 campaign

Gurugram-based fragrance brand Bella Vita Luxury has been announced as the official scent partner of the Mumbai Indians (MI) and the Royal Challengers Bangalore (RCB). The partnership has been unveiled with a campaign highlighting six new limited-edition fragrances.

A new commercial from Bella Vita Luxury honours the youth of India’s spirit of confidence. Through the perspective of cricket, the campaign captures the times when youth need confidence. The six new limited-edition fragrances are given life by rap music to convey a sense of identity.

Aakash Anand, Founder & CEO, Bella Vita Luxury, commented:

“We are thrilled to launch this campaign that celebrates what the youth love – Cricket, Music and Self-confidence. I’m sure that the youth will enjoy the song and “Hosh Uda, BELLAVITA Laga will become a war cry for confidence! So try the limited edition range of deo parfums, curated specially for the T20 season with the special MI and RCB packs.“

Ankit Kapoor, CMO and Operating Partner, Ananta Capital, added: 

“The youth today are willing to be authentic and express themselves freely. The IPL is a reflection of this need and taking the big stage. Our new campaign captures this spirit through the lens of cricket across the country. The campaign also leverages music, a key passion point for the youth, to make the storytelling interesting and fun. The cool lyrics capture the persona of the six Limited Edition Deo parfums that we have launched as the Official Fragrance Partners of Mumbai Indians and Royal Challengers Bangalore with some great, long-lasting fragrances.“