Deepika Padukone: ITC vs HUL

In a queer coincidence, the newest star on the block, Deepika Padukone, features in different commercials belonging to rival camps. She has been roped in by ITC to promote its Fiama Di Wills soap brand, and is also seen in a rather dated commercial of Close-Up which has been revived by rival HUL.

While the Fiama Di Wills print advertisement has been recently unveiled, the "Kya aap Close-Up karte hain...." commercial dates back a couple of years when Deepika was a budding model.

Though Fiama Di Wills and Close-Up belong to different categories, and thus, do not compete, ITC is a fierce rival to HUL which has till date towered over meek and strong brands alike, in the highly competitive FMCG sector.

ITC has already marked a foray into core FMCG categories-soaps and shampoos. Industry observers say that it would eventually expand the basket to include more personal products. ITC's good financial backing is expected to assist the company in competing against the might of HUL.

On why ITC roped in Deepika, Sandeep Kaul, general manager, personal care business, ITC, said: "The Fiama Di Wills Brand personality is that of today's modern, confident, intelligent and aware woman. Deepika is the perfect embodiment of this personality."

Reasons for the revival of the old Close-Up commercial could not be ascertained. HUL is said to be within its legal bounds to feature a commercial done years ago, which brings forth the question: Would Deepika's Liril commercial done some years ago also be revived? There are no answers to this one, but if that happens, then the star would be seen promoting two rival brands from the same category.

While ITC did not respond to a TOI query, all an HUL spokesman said was, "the right on any creatives which are generated shall be governed by the law of the land".

O&M was responsible for the creative three years ago and Lowe, which is handling the Close-Up brand for HUL now, refused to comment. Advertising sources, however, said: "If the ad works for the company, they would use it. Ad agencies don't change creative elements unless there is consumer boredom."

BBDO's Josy Paul said, "It is opportunistic thinking and increases the buzz in the market."

Nearly a decade ago, Close-Up was caught in a similar wrangle with rival Colgate-Palmolive, when an old commercial featuring model Ruby Bhatia was revived ahead of a new Colgate product commercial which had the same model. The embarrassment was such that Colgate was forced to replace Bhatia.

Fiama Di Wills: ITC Shampoos

Ad-Analysis:
ITC has prided itself on breaking the clutter with its different approaches towards advertising in Sunfeast and then Bingo. But it has gone for a safe bet on Fiama Di Wills.
The advertisement looks more like a Pantene TV ad rather than a new entrant.

Description:

Cigarette and FMCG major, ITC has launched its first mass personal care offering, a high-end shampoo. After a year of speculation, ITC has launched its first mass market personal care product. ITC 's shampoo brand, Fiama di Wills is in the premium segment, that’s growing faster at 44%, compared to 21% for the overall market.

Interestingly, ITC didn’t introduce a new brand name for its shampoo. Instead it has opted for a brand extension of its two year old, super premium range of personal care products, Essenza di Wills. But unlike Essenza that was available at ITC hotels and Wills Lifestyle stores, Fiama di Wills shampoos will be stocked at retail stores across India. The product will be available at Rs 99 for a 200 ml bottle.

On the pricing front, ITC is taking established players like HUL and P&G head on.

Expanding its range of personal care products, and following the successful launch of Fiama Di Wills Shampoos, ITC presented yet another world class range of products for the Indian consumer through its new range of Fiama Di Wills Shower Gels.

Fiama Di Wills’ new premium range offers three transparent shower gels with suspended beads. Each variant provides a specific benefit to the consumer:

Shampoo Variants: Silky Strong,Everyday Mild, Aqua Balance, and Volume Boost.

Continuing with its tradition of offering a superior product and brand experience to the modern Indian consumer, ITC also launched today the Superia range of soaps and shampoos in select markets .

Superia offers a range of four soap variants and two shampoo variants with a range benefit of Glowing skin and Shiny hair. Each of the variants have been designed to deliver specific benefits to the various consumer needs.

SOAPS: For Glowing Skin
1. Fragrant Flower with the fragrance of Rose & Lavender Oil
2. Soft Sandal with the fragrance of Sandal & Almond Oil
3. Natural Glow with Neem & Coconut Oils
4. Healthy Glow with Orange Oil

SHAMPOOS: For Shiny Hair
1. Shiny Black with Triple Conditioners and the natural goodness of Hibiscus & Brahmi extracts
2. Vibrant Green with Triple Conditioners and the natural goodness of Amla &
Arnica extracts

Superia soaps will be available in sizes ranging from 50g to 125g, and the shampoos in 125 ml and 55 ml.