Industry POV

Fiama celebrates positivity with its new campaign - Pallavi Chakravarti


The campaign, conceptualised by Taproot Dentsu, encourages everyone to look at the brighter side of life with its new communication ‘Dil ko de lift’

Fiama, ITC’s brand of personal wash products, unveiled its new campaign ‘Dil ko de lift’ in which the brand introduces its philosophy of celebrating life with positivity. In today’s world, where everyone is tied up with the everyday stress of life, Fiama, through the campaign wants to communicate the importance of looking at the bright side.
The campaign that includes two ad films has been conceptualised by Taproot Dentsu. The videos present a differentiated ‘shower’ perspective. In the first video, an employee, after being scolded by her boss, enters the shower in a foul mood. The shower lifts her spirit and instead of mulling over the flak she has received so far, she concentrates on the appreciation she will receive in the future. In the second TVC, a mom enters the shower cribbing about the reprimand she got for her son’s bad behaviour. But once in the shower, she too forgets the disappointment she felt and thinks positively about her son’s bright future. Both the scenarios are depicted in the form of funny parodies of popular Hindi songs.
Speaking about the new proposition of Fiama, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “Fiama with its new communication ‘Dil ko de lift’ encourages everyone to look at the brighter side of life. The campaign distinctly positions Fiama as a brand that celebrates positivity and is scientifically designed to not just uplift the mood but also give gentle and effective skin care with the innovative skin conditioning gel.”
Commenting on the creative thought behind the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “Our daily routines are full of cribs and peeves. But no one can deny that the few minutes we spend in the shower serve as that much-needed oasis in the midst of life’s woes. In those minutes we feel good about ourselves, we revel in the moment, and we believe that everything’s going to be fine after all. It’s also when we’re at our uninhibited best, doing and saying things that we’d never do in public. The new campaign couples this feeling of optimism and uplift that is integral to bath-time with the sensorial joy of showering with Fiama — the fragrance and the lather.”

Credits Client: ITC
Brand: Fiama
Agency: Taproot Dentsu India
Chief Creative Officer: Agnello Dias
Chief Executive Officer: Umesh Shrikhande
Executive Creative Director: Pallavi Chakravarti
Copywriter: Apoorva Jain
Head of Strategic Planning: Ninad Umargekar
Account Planning Director: Dipika Saggi
Management Trainee, Planning: Anuradha Srivastava
General Manager: Ayesha Ghosh
Management Trainee: Radhika Saha
Account Director: Radhika Sabherwal
Production House: Equinox Films
Director: Ram Madhvani
Producer: Manoj Shroff, Rhea Prabhu