Fiama celebrates positivity with its unique “Dil ko de Lift” campaign

Fiama, ITC’s premium brand of personal wash products, unveiled its new campaign recently. In its new communication, Fiama introduces its philosophy of celebrating life with positivity. Everyday life in today’s 24/7 connected culture brings with it challenges, stress and negativity. Fiama brings to life the importance of looking at the bright side.  

Fiama presents a differentiated ‘shower’ perspective with its TV commercials. It breaks the clutter in the personal wash category communication and reflects an enjoyable bathing reality. Fiama shower gels and gel bathing bars are infused with Skin Conditioning Gel and exotic ingredients like patchouli, macademia, bearberry, blackcurrant, Brazilian orange, sea weed, etc. The range is designed to uplift the mood and also make skin soft and bouncy with its gentle and effective skin care.

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.”

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.”

The TV 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."

Watch the TVCs here:

https://www.youtube.com/watch?v=ZGAzzV9drZ8

https://www.youtube.com/watch?v=3r2rPZBnQyQ

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