ITC Brands in Personal Care Category

Essenza Di Wills

This is the ‘Super Premium’ personal care brand from ITC. It is the range of ‘prestige fine fragrances’ and was launched in mid 2005. The signature range Inzio has distinct ranges for men (Inizio Homme) and women (Inizio Femme) and provides a ‘comprehensive grooming regime’. The Aqua range for men is a symbol of ‘essence of stylish and confident man’. The latest addition to this brand is ‘Mikkel’ which stands for a ‘fine balance between Mystery and Elegance’.

Fiama Di Wills

This is the ‘Premium’ personal care brand from ITC. It was launched in September 2007. This range promises to provide gentle and effective care and tries to bring together the goodness of nature and science. This range has shampoos, soaps and shower gels. Upcoming young and talented bollywood actress Deepika Padukone is the face of this brand. The tagline of the brand is ‘Beautiful You. Today. Tomorrow.’

Vivel Di Wills and Vivel

This is the ‘Mid Segment’ personal care brand from ITC. This was launched between February and June 2008. Another glamorous bollywood actress Kareena Kapoor is the face of this brand:

Following is the tagline of the brand:

‘Khoobsurti Bas Mein, Duniya Kadmon Mein.’ i.e. ‘If you are beautiful, the world is at your feet.’ One noticeable fact is that though bith Fiama and Vivel uses the ‘Beaty’ appeal – the premium segment Fiama uses a more sophisticated tagline and that in English where as comparatively lower segment Vivel uses a little crude form of tagline and that too in Hindi. Hrithik Roshan another brand ambassador for the brand for the men segment has following to say about the brand:


This is ITC personal care brand for the popular segment or the masses and offers products like soaps and shampoos. Find below an ad for this brand:


Notice the use of a common girl as a model and the Hindi tagline ‘Balo Mein Chamak, Superia Shampoo’ i.e. ‘Shiney Hair, Superia Shampoo’. One more tagline for the brand is ‘Aise Chamak, Ke Duniya Bole, Pehle Aap’ i.e. ‘Shine so much that the world says you first’ which is typically targeted to the middle class.

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About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

4 thoughts on “ITC Brands in Personal Care Category

  1. PLease suggest me new masala product name. i want to start my own production sales in india


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