Fiama Di Wills, the personal care brand from ITC, which is popular for its campaigns featuring Deepika Padukone, launched a digital campaign for its male TG. The brand has been making consistent efforts in expanding its consumer base by launching exclusive products for men. The latest campaign engages this particular category of consumer through social media websites such as Facebook and a webcam integration and posting pictures to select and declare a winner as the ‘Fiama Di Wills Men Face of the Year’. This probably is one of India’s first such campaigns that uses a webcam to click pictures of the aspirants. The link as of now has had over 2 lakh likes on Facebook.
Will the move entice the new segment of consumers?
Abraham Koshy, Professor of Marketing, Indian Institute of Management Ahmadabad, says that the interactive nature and the one to one communication technique that this campaign revolves around will click. Also the journey to make the brand wider will make the parent brand more popular. “However, it is difficult to have two separate brands ‘Fiama Di Wills men’ and ‘Fiama Di Wills women’ under a single roof. This will create a dysfunction of the brand space,” he adds.
But he also sees a positive and possible two-way communication exchange with the initiative. “Today we see a lot of men also using Fiama Di Wills; the campaign has a very specific target. There is a significant group who spend a lot of time on the internet and a lot of them are aspirational in nature. Everyone wants to be on the other side of the screen, once they are then they get involved with the product consumer engagement. Therefore it is a sensible step,” he adds.
The first 15 entries would win a Sony Ericsson Xperia Smartphone. The webcam integrated media banner would enable the user to click on the banner and upload their picture through the webcam and also gives users the option to download the image.
However, Ashoo Advani, Brand Expert, Chlorophyll Brand & Communications Consultancy thinks that there is some sort of brand disconnect with the male TG it is looking at. He says that Fiama belongs to the world of women, it is like a Parachute or Sunsilk but some men do use it. “Now they have made a sub brand under the larger brand for women, Fiama Di Wills’ men’s offering is small,” he says.
Advani adds that, since it has started campaigns on the internet and on social media websites, it is engaging men and hence propagating the discussion on topics related to the same. According to him the brand’s imagery caters mostly to women, in that case this whole campaign venture becomes a brand disconnect.
“Overall it is a good trigger for people to come and get hooked seeing themselves on a banner. But them developing as a unisex brand is unlikely. It’s trying to project itself as a brand like AXE but offering is like that of a women’s brand,” he appends.