Vibe

Noya Vibe

BACKGROUND

When Vibe entered the fragrance market, it wasn’t just launching a product, it was launching an attitude. To build anticipation ahead of its debut, the brand rolled out a pre-launch campaign centered on music, rhythm, and self-expression aptly titled ‘Noya Vibe’.

OBJECTIVE

To generate buzz and emotional connection with the youth through a music-led storytelling approach that reflected Vibe’s bold and confident spirit.

EXECUTION

Vibe’s proposition “Not for committed men” defined its unapologetic and free-spirited tone. The campaign reimagined Hasan Raza’s classic line “Agun Lagaia Dilo Kone” into a modern anthem, blending nostalgia with freshness. Directed by Jubair Hossain Jibon and composed by Amzad Khan, the ‘Noya Vibe’ music video starred Masha alongside influencers Lamima Lam, Shamonti Shoumi, Nazmee Jannat, and Twink Carol, capturing Vibe’s magnetic, youthful energy.

RESULT

The campaign video got over 3.9 million views and reached 3.35 million people. It received around 3,753 interactions in total, including 3,578 likes and reactions, 68 comments, 60 shares, and 47 saves. The video sparked nationwide conversations, built strong pre-launch anticipation, and positioned Vibe as a symbol of individuality and lifestyle. By blending nostalgia with modern rhythm and attitude, ‘Noya Vibe’ transformed a product launch into a cultural movement, establishing Vibe as a brand that stands for confidence, freedom and self-expression.