Setting the tone for popular Eau de Toilettes, these aromatic waters with an iconic fragrance were unveiled in two variations - ‘Alive White' and ‘Alive Black'. Alive White is a fresh fragrance for the day; a citrus-based fragrance which is a cocktail of bergamot, mandarin and lemon. Alive Black is a formal and heavier fragrance for the evening where the citrusy top notes give way to pepper, leather and aquatic notes, making the fragrance distinctly masculine in nature.

Priced at Rs.1,800 for a 100ml bottle, and manufactured by one of the leading fragrance house in Germany, the products are made in France and will be available throughout India courtesy of distributing company, Baccarose.

Rampal has been an integral part in the development of his nouveau brand in partnership with Rivoli Parfums - involved right from the conceptualisation stage, selection of the brand name, designing the packaging, development and selection of the fragrances, brand strategy and future development of the brand.

"I identify very closely with the fragrances since they have been selected and developed by me personally, along with the perfumers from DROM Germany. The fragrance development and selection process lasted almost a year during which I tried close to 100 different options before finalising the two fragrances that have been launched. I have been involved in everything from the beginning, including the selection of the name, the designing of the packaging, the development of the fragrances and the marketing strategy. There will be extensive print advertising and in-store promotions with me personally involved in various contests and promotional activities," said Arjun Rampal.

Taking the brand a notch higher, it will be launched internationally, beginning with West Asia and the United Kingdom. The brand's next expansion will be launching new and various products including deodorants and grooming products for men.