ITC’s Fiama launches a new brand film that showcases its new sandalwood oil and patchouli gel bar, recently launched. The brand has also roped in actor Rashmika Mandhana as its brand ambassador to promote the new product.
Sameer Satpathy, Divisional Chief Executive, Personal Care Product Business Division, ITC Limited, said, “Fiama Sandal disrupts the segment with its innovative gel bar format and a unique blend of ingredients that are modern but preserve tradition. The product promises a new experience, and it, with the power of the rays, definitely makes Fiama sandals look a must-try.
Conceived by Ogilvy, the launch film captures a new obsession in the sandal soap segment. As the hero, Mandanna embraces a new day with new energy. The background score, the actor’s energy, and Fiama sandal gel bar evoke a contrasting but modern sensibility that’s fresh.
“Since childhood, I have always seen sandal soap in a certain ritual and ancient way, due to the roots of my Coorgi. Fiama sandals and the way it is presented break every set concept of a simple sandal soap,” adds actor Rashmika Mandanna.