By A Correspondent
ITC Ltd’s Fiama has unveiled its new campaign that introduces its philosophy of celebrating life with positivity.
Talking about the new proposition of Fiama, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “Fiama with its new communication ‘Dil Ko De Lift’ encourages everyone to look at the brighter side of life. The campaign distinctly positions Fiama as a brand that celebrates positivity and is scientifically designed to not just uplift the mood but also give gentle and effective skin care with the innovative skin conditioning gel.â€
He added, “The shower gels and gel bars are designed at the Laboratoire Naturel, a pioneering creation that houses state-of-the-art consumer and sensory measurement facilities to understand the Indian skin better.â€
The campaign has been conceptualised and realised by Taproot Dentsu. Speaking on the focus of Fiama’s new TVC, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “Our daily routines are full of cribs and peeves. But no one can deny that the few minutes we spend in the shower serve as that much-needed oasis in the midst of life’s woes. In those minutes we feel good about ourselves, we revel in the moment, and we believe that everything’s going to be fine after all. It’s also when we’re at our uninhibited best, doing and saying things that we’d never do in public. The new campaign couples this feeling of optimism and upliftment that is integral to bath-time with the sensorial joy of showering with Fiama – the fragrance and the lather.”