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ITC Fiamamakes a game-changing move in personal care introduces Fiama Scents – Bodywashes with touch activated fragrance

Brand Ambassador, Sara Ali Khan, endorses the Innovation

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MUMBAI: 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 introducesa 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 a new technology in the personal care category.

Fiama Scents, crafted with fragrance encapsulation technology enables fragrance release with a slight rub on the skin for as long as 8 hours after a bath. The breakthrough technology enables long lasting fragrance delivery through skin friendly micro fragrance capsules which burst on touch or a slight rub. The micro fragrance capsules are eco-friendly as well.Developed throughextensive research at ITC’s Life Sciences and Technology Centre, Fiama Scents unveils two variants – Juniper Berries & Geranium and Mimosa &Neroli body washes. 

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 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 its first ever range of body washes with fragrance encapsulation technology.”

The innovation communication also launches the most exciting new brand face, Sara Ali Khan. She is vibrant and her intelligence coupled with her creative choices in cinema make her an epitome of Fiama the brand and its steady list of innovative firsts in the personal wash category. She echoes the vigour, determination and freshness which makes Fiama distinctly different and the combination of Sara Ali Khan and Fiama an exciting choice!

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 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.  

Watch the film here: https://youtu.be/HaQhRDXyISY

Namita Roy Ghose, Director of the film added, “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.”

PallaviChakravarti, Executive Creative Director, Taproot Dentsu, India, quotes, “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.”

Priced at,250ml for ₹199 and a travel pack of 100ml for ₹55, Fiama Scents is being rolled out across leading retail stores and e-commerce portals in India. 

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