ITC Fiama launches campaign to promote Sandalwood Oil & Patchouli Gel Bar

ITC’s Fiama has announced the launch of the Fiama Sandalwood Oil and Patchouli Gel Bar.

The brand has onboarded Rashmika Mandanna to promote the gel bar.

Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business Division, ITC, said, “Fiama Sandal disrupts the segment with its innovative gel bar format and a unique ingredient mix which is modern yet preserves tradition. We are delighted to have Rashmika Mandanna on board. The product promises a new experience and this, coupled with Rashmika’s infectious energy makes Fiama Sandal a must-try.”

Conceptualised by Ogilvy India, the brand has also launched a campaign featuring Mandanna to promote the soap bar.

In the campaign, Rashmika as the protagonist embraces a new day with renewed energy. The background score, Rashmika’s playful energy and the unique Fiama Sandal gel bar evoke a delightfully retro yet modern sensibility that is fresh, a lot of fun and presents a must-try vibe.

Mandanna, added, “Since childhood, I have always seen sandal soaps in a certain ritualistic and ancient way, more so owing to my Coorgi roots. Fiama Sandal and the way it is being presented breaks every set notion of a typical sandal soap. I am proud to be a part of this exhilarating journey to redefine the emotion, promise and perception of a sandal soap.”

The ad:

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