Dear Diary, a fragrance brand recently launched by actor Rashmika Mandanna, has rolled out a campaign,  'Where Every scent has a story'. 

Mandanna has partnered with The PCA Companies for this launch.

To spotlight the brand and its offerings, a campaign which comprises an ad film has been rolled out.

The film explores how fragrance turns intimate, personal memories into moments that can be shared. Mandanna is seen writing in her diary, reflecting on how scent has always anchored her to what matters most - the comforting smell of her mother’s body lotion, the earthy air of Coorg’s coffee estates, the perfume she wore during life’s biggest turning points. It goes on to highlight how Dear Diary captures these quiet, emotional snapshots - bottled into fragrances that comfort, connect, and speak without words. It ends with her saying, “Dear Diary is my story, made with lots of love and magic.”

What we think about it: The film leans heavily on emotion and nostalgia, positioning the new perfume as a deeply personal extension of Rashmika Mandanna’s identity. While the storytelling is warm and visually textured, the film stops short of clearly articulating the brand’s unique value in an already saturated fragrance market.

Rashmika Mandanna, founder, Dear Diary, said, “For me, fragrance is memory. I don’t remember most things, or maybe it's just selective memory, but perfumes bring back special moments that might otherwise be forgotten. It’s how I hold on to the people, places, and experiences that shaped who I am. With Dear Diary, I wanted to give everyone a way to carry their stories with them - to connect, to feel comforted, to feel a warm hug, and to express who they are, unapologetically."

Crystal Wood, CMO, The PCA Companies, added, “When we first connected with Rashmika about Dear Diary, we immediately recognised the authenticity of her vision. Her love for fragrance, her love for India, the gratitude for her community, her unapologetic confidence, and her kindness before all life principles. The brand scents and story essentially wrote themselves."