What if you could bottle that wonderful feeling of switching off from work and heading somewhere exciting? That is exactly the mood Ananya Birla’s fragrance brand Contraband is capturing with its latest launch, 5 PM Somewhere, an Eau de Parfum inspired by spontaneous getaways and the freedom of leaving everyday routines behind.
Created by Givaudan perfumer Dalia Izem, the fragrance opens with refreshing notes of bergamot, melon and spice, followed by a softer heart of lavender, sage and coconut. Warm amber, cedarwood and tonka add depth to the composition, giving it a fresh yet comforting character.
Contraband made sure the launch was just as memorable as the fragrance itself. As part of its Fragrance of Freedomcampaign, the brand illuminated Mumbai’s iconic Bandra-Worli Sea Link with a striking light projection, bringing its escape-inspired concept to life.
The storytelling extends to a specially designed collector’s kit featuring a miniature vintage car, travel-sized perfume, number-plate magnet and an illustrated map. It is a playful little touch that makes the fragrance feel like an invitation to take the scenic route.
5 PM Somewhere is priced at ₹1,400 for 20 ml, ₹3,000 for 50 ml and ₹4,700 for 100 ml. The fragrance is available through Contraband’s website and select retail outlets, including Nykaa, Parcos and Shoppers Stop.
With its carefree spirit and playful presentation, 5 PM Somewhere makes a case for turning an ordinary evening into something worth looking forward to.
