French Essence is official fragrance and title partner for Kashiyatra

Lifestyle brand French Essence was the official fragrance and title partner for socio-cultural fest Kashiyatra’s 2024 edition in Varanasi. The event enabled the brand to showcase its selection of perfumes amongst a range of literature and art events. 

“We are delighted to have collaborated with Kashiyatra, IIT BHU, as the Crosswindz Title Partner and Official Fragrance Partner,” announced the brand’s chief marketing officer Nidhi Gupta in a press release. “This strategic alliance allowed us to connect with a dynamic and youthful audience, aligning perfectly with our brand’s vision.”
 
Kashiyatra 2024 ran from January 19 to 21 and attracted a “vibrant and diverse young audience,” according to the label. By sharing its latest products with the festival goers, French Essence forged new connections with young Indians and increased brand awareness. 

The event included a western music showcase named ‘Crosswindz’, Indian music showcase ‘Bandish’, dance performance ‘Natraj’, literary arts event ‘Samwaad’, and fine arts show ‘Toolika’. Attendees could try out French Essence’s fragrances themselves as they took in the cultural showcases. 
 
French Essence describes itself as a “luxury lifestyle brand” which specialises in fragrances and accessories. The brand retails in India on a number of multi-brand e-commerce platforms including Myntra, Amazon India, Flipkart, and Nykaa among others and offers products for both men and women.