ITC launches a new campaign for Superia Lemon Fresh

The burgeoning range of Superia soaps and shampoos has a new variant in the soap category - Superia Lemon Fresh - a soap that is developed to fight body odour and provide lingering freshness. Rather appropriately it's been slated to be launched in that part of the year when people have to combat hot and humid conditions.

Atul Joshi, Head of Marketing, Personal Care Products Business, ITC Limited, said, "Superia Soap's latest offering, Superia Lemon Fresh, has been developed to fight body odour and provide a lingering freshness. To communicate the proposition, we wanted to explore a concept which was a departure from the clichés in advertising today and prove to be a clutter-breaker. We are glad that the film crafted by Meridian explores a fresh concept that very clearly communicates the above mentioned proposition."

Sridhar Rajagopalan, Creative Director, said,"Here we came up with an idea that was not edgy, in fact, it featured the consumer, stayed true to the formula and ended on a positive note, yet the film was not a cliché but a fresh take in the category. Now that took some doing."