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Lathering up an adventure

By VJ Media Works Team | Vjmedia Works | January 25, 2013

ITC's leading personal care brand Fiama Di Wills Men launched its first ever Collector's Edition soap series in association with Lonely Planet Magazine India.

ITC's leading personal care brand Fiama Di Wills Men launched its first ever Collector's Edition soap series in association with Lonely Planet Magazine India. The six exciting Collector's Edition Packs are inspired by Lonely planet's exotic aqua destinations and various water sports from specific destinations that are renowned for these rejuvenating and revitalizing experiences. Riding the waves at Jefferey's Bay in South Africa, a true surfer's paradise, racing the power of nature at Carlsbad Lagoon, California scudding over the waves on a jet ski, cliff diving in Acapulco, Mexico to experience the extreme, taking a 3000 ft. plunge at the Angel Falls in Venezuela are some of the experiences that the packs celebrate. 
For engaging the customers through an innovative brand experience ITC took the initiative of installing a yacht with a simulated game and also provided face wash option. It will travel from mall space to mall space in Delhi to give them an experience of adventure. Bollywood actor Kunal Kapoor unveiled the exclusive packs of soaps and the launch went through a unique installation of a life-size yacht for the promotion of the brand at Ambience Mall, Gurgaon. Vibgyor is the agency that helped in creating the Yacht and the mall activation for the brand.
Nilanjan Mukherjee, Head of Marketing, Personal Care Products Business, ITC Limited stated, "We take pride in our alliance with Lonely Planet Magazine India for the exotic Fiama Di Wills Men Collector's Edition Packs.  Rejuvenation is the essence of Fiama Di Wills Men and the soap series celebrates the rejuvenating thrill of aqua-adventure sports. It is a first in the male grooming industry and we believe that this partnership with Lonely Planet Magazine epitomizes every man's inherent spirit of adventure and sheer thrill!”
The concept tried to focus on an experience that is adventurous, energetic and very much a reflection of its intrinsic values to attract its target group who are mainly the go-getters of our society.
Tarun Rai, CEO Worldwide Media said, "This is certainly a unique joint marketing initiative. And we are happy that we are doing this with Fiama Di Wills Men. Lonely Planet Magazine India believes that travel is both thrilling and rejuvenating - attributes that go well with the Fiama Di Wills Men's positioning.”
Tags : Fiama
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