ITC : Fiama Di Wills

Ad-Analysis:ITC has prided itself on breaking the clutter with its different approaches towards advertising in Sunfeast and then Bingo. But it has gone for a safe bet on Fiama Di Wills.The advertisement looks more like a Pantene TV ad rather than a new entrant.Description:Cigarette and FMCG major, ITC has launched its first mass personal care offering, a high-end shampoo. After a year of speculation, ITC has launched its first mass market personal care product. ITC 's shampoo brand, Fiama di Wills is in the premium segment, that’s growing faster at 44%, compared to 21% for the overall market.Interestingly, ITC didn’t introduce a new brand name for its shampoo. Instead it has opted for a brand extension of its two year old, super premium range of personal care products, Essenza di Wills. But unlike Essenza that was available at ITC hotels and Wills Lifestyle stores, Fiama di Wills shampoos will be stocked at retail stores across India. The product will be available at Rs 99 for a 200 ml bottle.On the pricing front, ITC is taking established players like HUL and P&G head on.Expanding its range of personal care products, and following the successful launch of Fiama Di Wills Shampoos, ITC presented yet another world class range of products for the Indian consumer through its new range of Fiama Di Wills Shower Gels.Fiama Di Wills’ new premium range offers three transparent shower gels with suspended beads. Each variant provides a specific benefit to the consumer:Shampoo Variants: Silky Strong,Everyday Mild, Aqua Balance, and Volume Boost.Continuing with its tradition of offering a superior product and brand experience to the modern Indian consumer, ITC also launched today the Superia range of soaps and shampoos in select markets .Superia offers a range of four soap variants and two shampoo variants with a range benefit of Glowing skin and Shiny hair. Each of the variants have been designed to deliver specific benefits to the various consumer needs.SOAPS: For Glowing Skin1. Fragrant Flower with the fragrance of Rose & Lavender Oil2. Soft Sandal with the fragrance of Sandal & Almond Oil3. Natural Glow with Neem & Coconut Oils4. Healthy Glow with Orange OilSHAMPOOS: For Shiny Hair1. Shiny Black with Triple Conditioners and the natural goodness of Hibiscus & Brahmi extracts2. Vibrant Green with Triple Conditioners and the natural goodness of Amla &Arnica extractsSuperia soaps will be available in sizes ranging from 50g to 125g, and the shampoos in 125 ml and 55 ml.