CONTRABAND TURNS THE CLOCK TO ‘5 PM SOMEWHERE’ WITH NEW FRAGRANCE LAUNCH

Ananya Birla’s fragrance brand Contraband has introduced 5 PM Somewhere, a new Eau de Parfum unveiled through a striking light installation on Mumbai’s Bandra-Worli Sea Link. The launch signals the brand’s growing ambitions in India’s premium fragrance market, supported by an expanding retail footprint and distinctive product storytelling.

As India’s fragrance market continues to evolve, home-grown brands are increasingly looking beyond the conventional perfume launch. Contraband, the fragrance label founded by entrepreneur and musician Ananya Birla, has done just that with the debut of its latest Eau de Parfum, 5 PM Somewhere, unveiled against one of Mumbai’s most recognisable landmarks.

The launch on 18 October transformed the Bandra-Worli Sea Link into a dramatic stage, with a specially designed light display introducing the new scent to the city skyline. The spectacle reflected Contraband’s approach to building a lifestyle-led fragrance brand, where storytelling and experience are as important as the perfume itself.

At the centre of the launch is 5 PM Somewhere, a fragrance inspired by the universal desire to switch off, unwind and embrace a moment of freedom. The name evokes a familiar sentiment: wherever you are in the world, it is always the right time somewhere to pause and indulge.

The scent is built around a fougère oriental composition, bringing together contrasting elements to create a layered olfactory experience. It opens with vibrant bergamot and spice, delivering an immediate burst of freshness and energy. At its heart sits lavender, a classic perfumery ingredient known for its clean and aromatic character. The fragrance then settles into a warmer base of coconut and tonka, adding softness, depth and a lingering richness.

The result is a perfume that aims to balance freshness with comfort, appealing to consumers seeking fragrances that can transition seamlessly from day to evening. The blend reflects a wider trend within the premium fragrance segment, where versatile scents are becoming increasingly popular among younger buyers.

For Contraband, the launch is also a strategic step in its broader growth plans. As demand for premium beauty and personal care products rises across India, the brand is looking to strengthen its retail network and reach a wider audience. The introduction of 5 PM Somewhere adds to a portfolio designed to offer contemporary fragrances tailored to modern consumers who value individuality and self-expression.

The new Eau de Parfum is available in three sizes, catering to different purchasing preferences. The 20 ml bottle is priced at Rs 1,400, while the 50 ml and 100 ml variants retail at Rs 3,000 and Rs 4,700 respectively. The tiered pricing strategy is expected to help the brand attract both first-time fragrance buyers and established perfume enthusiasts.

With a high-visibility launch, a distinctive scent profile and expanding retail ambitions, Contraband is positioning itself as a serious player in India’s increasingly competitive fragrance landscape. For Birla, 5 PM Somewhere is more than a new perfume. It is a statement of intent from a brand aiming to leave a lasting impression long after the first spritz.