ITC has forayed into the soaps segment with the launch of Fiama Skinsense Soft green soap in India. The company has appointed Law & Kenneth as the creative agency for the product for which the ad spends are estimated to be around Rs 20 crore.
ITC had launched Fiama Di Wills’ shampoos and shower gels in 2007, and this is their first entry in the soaps segment. There was no pitch called by ITC for the account, and Law & Kenneth was awarded with the business on the basis of the merit it had showed in handling the Fiama shampoo account. It may be recalled that Law & Kenneth has been handling ITC’s range of lifestyle products Essenza Di Wills since 2005.
Deepika Padukone of ‘Om Shanti Om’ fame has been roped in as brand ambassador for Fiama Di Wills soaps. The TVC featuring her is expected to roll out soon.
Officials from the agency and the client could not be reached for comments at the time of filing this report, however, reliable sources have revealed that the campaign would cover television, print, and OOH. The sources also informed that the campaign had been crafted in such a manner that it communicated the soap’s new claim, which was its ability to deliver beautiful looks by enhancing retention of skin proteins.
Other launches by ITC under the Fiama Di Wills brand include Polishing Drops conditioner, which contains avocado oil and burdock extract that, according to company claims, make the hair feel smooth and shiny.
Law & Kenneth begins work on ITC’s Fiama Di Wills account