Introduces Fiama Scents – Bodywashes with Touch-Activated Fragrance
Brand Ambassador, Sara Ali Khan, endorses the Innovation
Pune: ITC’s leading personal care brand and the 2nd largest shower gel brand in the country, Fiama, announced the launch of Fiama Scents. A first of its kind innovation, Fiama introduces a touch activated fragrance encapsulation technology in a new range of body washes.
Innovation has been at the core of ITC’s personal care business and in the last three years, innovations from the personal care brands of ITC have consistently redefined categories and offered consumers a new perspective. With Fiama Scents, technology takes the lead to present a unique consumer experience and build new technology in the personal care category.
Mr. Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited, says, “Innovation triggers new possibilities. India is a tropical country and long-lasting freshness is a key category driver. As a first in India, Fiama Scents addresses this need to enhance the consumer experience. Fiama Scents have the longest lasting freshness and fragrance among Body Washes in India. It also delivers on skin benefits which creates a great bathing experience. Fiama, since its inception, has been an innovation leader. Be it the first ever Gel Bar designed with patented technology, and now it’s first ever range of body washes with fragrance encapsulation technology.”
Sara Ali Khan, Brand Ambassador, Fiama and a core believer in positivity says, “When I think Fiama, I think fresh, fun and fragrant! I am so thrilled to be a part of the Fiama family and can’t wait to introduce their new innovations. Together Fiama and I will endeavor to make every bath interesting and exciting. For me, each day is a new opportunity and there’s nothing better than a fun-filled Fiama bath to say Good morning!!”
The film weaves a narrative of the innovative Fiama Scents with Sara and a day in her life. The simple narrative with Sara as she navigates through her day between myriad engagements, hinges on the innovation core of the touch to activate fragrance for long-lasting freshness.
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