ITC launches hand-washes with mood fragrance technology

30 Aug,2019

By A Correspondent


Fragrance can affect and change one’s mood. This has been at the core of design and technology for Fiama’s portfolio of personal hand washes. The fragrances have been developed through extensive research and mood mapping consumer studies. This includes indirect and direct mood scaling techniques and mapping of brain wave patterns through electroencephalogram.


ITC’s Fiama Brand Ambassador Sara Ali Khan communicates the mood fragrances mapped handwashes in a new ad campaign promoting the launch.


Said Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited: “Innovation is an essential aspect of progress and Fiama is one such personal care brand that has taken the lead in innovative thinking, research and development since its inception. The mood fragrance technology enabled Fiama Hand washes not only makes hands softer but also propels the category to a new experiential zone beyond the basics of germ kill.”


Added Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, India: “It’s fresh, it’s fragrant, it’s fun, it’s the new range of hand washes from Fiama. As this is the brand’s maiden foray into the hand wash category, we wanted the communication to cleanly [no pun intended] capture the feeling that using these products will leave people with. So we’ve kept it graphic and simple – and we hope watching it will make people as happy as using Fiama Hand Wash will make their hands.”



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