ITC Vivel launches 'Magic of Soft Touch' campaign celebrating connection

A touch speaks a thousand words. A touch can transform a simple everyday moment into something magical. It can remind us to take a pause and just be in the present to acknowledge the connections and the bond that makes our relationships so special.

In a world increasingly dominated by virtual connects, ITC Vivel, celebrates the soft touch that sparks a connection, kindles romance, and emotionally enhances the bond of trust. At the core lies the essence of softness where the feel of soft skin highlights the emotions one feels with the touch. With this new communication, ITC Vivel presents the ‘Magic of Soft Touch’ that beautifully integrates the product promise of soft skin and enhances this experience of touch.

The film with the tagline of Komalta Aisi, Jadoo Jaisi, brings to the fore myriad feelings and emotions that one experiences in every relationship. Be it the tenderness shared between lovers with a touch that exudes trust, or the little fingers looking to embrace and find peace in the mother’s comfort or a granddaughter’s soft touch that brings with it an emotional familiarity and care, these moments illustrate the essential human need for connection and reaffirms that in every touch lies a story.

Conceptualised by Brand David, the new campaign is a fascinating blend of emotions and product promise. It is evocative and celebrates the true magic of soft touch that helps build the emotions of love, trust, companionship, and nurturing care.

Sharing his thoughts on the new communication campaign, Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, stated, “ITC Vivel’s new brand communication, ‘The Magic of Soft Touch’ is a beautiful depiction of the transformative power of touch. It is about emotional wellbeing where soft skin is not just a feeling but a medium to deepen relationships. ITC Vivel captures this simple and powerful narrative in this lyrical and visually stunning film.”

The beautiful background score of ‘choo kar khule kahani’ enhances the narrative highlighting stories that begin with a touch. It enriches the emotional canvas that underscores the intimate moments that define relationships.