Secret Alchemist has unveiled its Diwali campaign for Signature, its origin-led Indian perfumery collection featuring co-founder Samantha Ruth Prabhu, alongside the collection’s new 50ml format.
Secret Alchemist, which describes itself as India’s first clean perfume brand, said Signature is built around Indian ingredients and their origins, with botanicals forming the foundation of each fragrance.
According to the brand, each fragrance begins with a specific place in India and its history, character, provenance and growing conditions. The botanicals are carried through sourcing, distillation, blending and bottling, while the fragrances are developed as contemporary expressions rather than recreations of traditional Indian attars.
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The collection focuses on how Indian ingredients can serve as the starting point for contemporary fragrance creation, with provenance, craftsmanship and ingredient-led storytelling at the center of the approach.
The Diwali campaign features Prabhu and uses an immersive treatment of origin, ingredient and alchemy to present the fragrances and their stories. The new 50ml Signature collection is positioned within the campaign as the expression of this approach.
“With Signature, we wanted to explore Indian perfumery through the lens of origin, looking at our ingredients not just as notes in a fragrance, but as stories shaped by the places they come from,” said Ankita Thadani, Co-Founder, Secret Alchemist.
“India has an extraordinary botanical heritage, and we believe these ingredients have the potential to define a new expression of contemporary fine fragrance. The intention was never to recreate the traditional, but to reinterpret what is inherently ours through a modern lens. Signature is a reflection of that belief, bringing together provenance, craftsmanship and contemporary fragrance design to create something that feels deeply rooted in India, yet relevant to the world today.”
Creative Director: Ankita Thadani
Art Director: Nikita Rao
Director: Nirvair Singh Rai
Director of Photography: Shri
Second Camera / DOP: Prathamesh
Photographer: Aastha Manchanda
Music: Fateh Rai
Stylist: Shimoli
Hair: Aarthi Shanmukhi
Makeup: Avni Rambhia
Edit: @liliprathamesh, @rdcosta6
Lighting: @durga_lights
Camera: @paxto
