ITC has begun massive marketing of its first products in the bath segment, with its shampoo Fiama Di Wills. Law & Kenneth is the creative agency on this business, with industry sources pegging the business size at Rs 15 crore. Interaction is looking after the media business.
Confirming the development, Anil Nair, COO, Law & Kenneth, said, “We have been handling the creative duties for ITC’s new range of lifestyle products Essenza Di Wills since 2005. Now as ITC forays into the first products of bath segment with the shampoo range, we are all charged to create a new communication. We plan to have a complete 360-degree approach, and have already released a TVC on this new range of shampoos.”
Nair further said, “The communication strategy will initially involve television, followed by print. In fact, we have already begun work on the print campaign. Additionally, we will also tap the outdoor medium and also concentrate on other BTL activities.”
The ITC Group has forayed into the Rs 2,500 crore branded shampoos market with the launch of Fiama Di Wills. Incidentally, Fiama Di Wills is ITC’s first mass market personal care product in the premium segment. With this move, ITC will now directly take on Procter & Gamble India (P&G) and Hindustan Unilever Ltd (HUL) in the highly competitive premium segment.
A unique blend of nature and science, Fiama Di Wills shampoos are an outcome of four years of extensive product development by ITC scientists at the ITC Research and Development Centre, with the assistance of product formulation experts in the US. Fiama Di Wills offers three shampoo variants, with each designed to deliver a very specific benefit to the consumer.
The Essenza Di Wills range includes products such as eau de parfum, eau de toilette and other bath and body care products that share the same olfactory signature of the men’s and women’s fragrances.