ITC diversifies personal care offering

ITC is diversifying its personal care division with the launch of its shampoo range, under its personal care umbrella brand Vivel. The company has launched a mass media campaign to push the launch which has been created by Law & Kenneth. The campaign features south Indian actress Trisha as its brand ambassador. The TVC broke on air on Sunday.

Anil S Nair, co founder and president, Law & Kenneth, says that with the south being a key market for the shampoo category, the brand would gain from quick recognition & relatability with Trisha while for the rest of the country she will reflect the brand's personality.

On the brief that L&K got from ITC, Nair says, "The shampoo category is a growing market & consumers are on the constant lookout for newer, superior haircare products. People seek tangible benefits from their shampoos in their desire for great looking hair. While there are many price points that drive purchase besides brand preference, there is a need for a hardworking shampoo that combines health & beauty for the belly of the Indian market. ITC has been for years offering great quality, relevant products that enhance one's lifestyle. Vivel Shampoos is in the portfolio to leverage the same."

Penetration of shampoos in India has been between 35 to 40 % and therefore affords a huge opportunity for marketers to tap into this segment.

ITC's foray into the personal care category began with soaps, a few months back. The FMCG giant is bullish on the personal care segment and sources say the company is looking to spend close to Rs 30 crores over the next one year on Vivel's overall marketing campaign. They will be competing with heavyweight brands like Unilever's Sunsilk, Clinic All Clear, P&G's Head & Shoulders and Rejoice, as well as homegrown brand Dabur Vatika in the shampoo segment, besides regional players.

ITC's strategy is to extend the Vivel brand across categories, without resorting to individual brands for each segment, in line with global brands like Loreal that also follow this strategy.