Ananya Birla was coming out with a perfume with the coolest name ever. 

The brief to us was "the rush of chasing something you probably shouldn't".

A limited-edition collection that was exclusively available on Nykaa. 

The budget was limited, but the scope for PR was huge. 

So we didn't just go with a pitch. We went with a story. 

They said it was risky. ​

We said that was the point. ​