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ITC introduces Fiama Scents with fragrance encapsulation technology

The new brand face, Sara Ali Khan, endorses the innovation through a TVC crafted by Taproot Dentsu, which showcases the technology that enables fragrance release with a slight rub on the skin for as long as eight hours after a bath

Click on the Image to watch the TVC.

ITC’s personal care and shower gel brand, Fiama, has announced the launch of Fiama Scents, introducing a touch-activated fragrance encapsulation technology in a new range of body washes.

Fiama Scents, crafted with fragrance encapsulation technology, enables fragrance release with a slight rub on the skin for as long as eight hours after a bath. The technology enables long-lasting fragrance delivery through skin-friendly micro fragrance capsules that burst on touch or a slight rub. The micro fragrance capsules are eco-friendly as well. Developed through research at ITC’s Life Sciences and Technology Centre, Fiama Scents unveils two variants — Juniper Berries and Geranium and Mimosa and Neroli body washes.

Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited, said, “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 consumer experience. Fiama Scents has the longest lasting freshness and fragrance among body washes in India. It also delivers on skin benefits that create 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 its first-ever range of body washes with fragrance encapsulation technology.”

The innovation communication also launches the new brand face, Sara Ali Khan. She echoes the vigour, determination and freshness that make Fiama distinctly different.

Brand ambassador Sara Ali Khan said, “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 endeavour 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. 

Namita Roy Ghose, Director of the film, said, “In one word, freshness! Everything about the project was young and sparkling with energy. Fiama Scents in particular is quite a breakthrough and should do well. And it was a real pleasure working with the team and with Sara Ali Khan, one of the most exciting new faces to hit the screen. She has great attitude, lots of chutzpah and will be the perfect ambassador for this brand.”

Pallavi Chakravarti

Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, India, said, “A new brand ambassador who is as effervescent as the latest ‘scent bubbles’ innovation from Fiama's stables. The simplest and cleanest (pun not intended) way to announce this new product story was to tell it like it is.”

The TVC:


Client: Fiama Scents, ITC

Chief Executive, Personal Care Products Business Division, ITC Limited: Sameer Satpathy

Agency: Taproot Dentsu

Executive Creative Director, Taproot Dentsu, India: Pallavi Chakravarti

Director of the Film: Namita Roy Ghose


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