BRND.ME’s perfume brand Villain puts its Gold Revolver on the move across Bengaluru

Villain, one of India’s fastest growing men’s fragrance and grooming brands from BRND.ME, took its Gold Revolver Eau de Parfum, India’s only revolver-shaped perfume, out for a spin across Bengaluru with a two-day auto-hood branding activation. The campaign turned auto rickshaws into moving brand canvases across some of the city’s busiest commercial and commuter hubs.

The activation covered key locations including Russell Market in Shivajinagar, Vidhana Soudha and Koramangala. At the centre of the campaign was Villain Gold Revolver Eau de Parfum, India’s only revolver-shaped perfume, with its distinctive silhouette forming the visual centrepiece across the branded auto hoods.

Adding a local twist, the campaign featured two versions of its central communication: “Move Aside! Villain is Here!” in English and “Leyy! Villain Bartha Idey!” in Kannada. The bilingual creative brought Villain’s bold personality to life while speaking to Bengaluru’s mix of local and cosmopolitan audiences.

The campaign also played on one of Bengaluru’s most familiar realities: traffic. Rather than treating congestion as a limitation, Villain made it part of the idea, using auto rickshaws to carry the campaign through the city’s everyday commute and create repeated street-level visibility.

Conceptualised and executed entirely in-house, the campaign marks Villain’s first foray into out-of-home and experiential marketing. Until now, the brand’s marketing mix has largely centred on performance-led channels across D2C, marketplaces and quick commerce, alongside influencer-led awareness. The Bengaluru activation extends that approach into physical consumer touchpoints.

Commenting on the activation, BRND.ME spokesperson, said, “Villain has always been about building distinctive products and a brand personality that is difficult to miss. Gold Revolver is a strong expression of that, and Bengaluru gave us an interesting canvas to take it beyond the screen and onto the streets. Instead of working around the city’s traffic, we made it part of the campaign. As Villain scales, we will continue to explore new ways of building relevance and engaging consumers across markets.”

Following the Bengaluru activation, Villain plans to explore similar on-ground formats across other Indian cities as it broadens its brand-building efforts beyond digital channels.