Fiama Di Wills's Slogans & Taglines

Fiama Di Wills was launched on 15 September 2007 by ITC Limited, one of India's largest conglomerates. It emerged from four years of intensive research at ITC's R&D Centre in Bengaluru, positioning itself as the company's second foray into personal care. The brand debuted in the premium shampoo segment, directly challenging established players like Dove and Pantene, before expanding into a comprehensive personal care portfolio.

The brand's core products are personal care and beauty solutions, including shampoos, conditioners, gel bathing bars, shower gels, face washes, and talcum powders. Its signature gel bars, crafted using ITC's innovative Liquid Crystal Freezing technology, combine exotic natural extracts with skin conditioners, distinguishing the brand in India's competitive FMCG market.

From its launch, Fiama Di Wills embraced the tagline "Nature & Science. Gentle & Effective," alongside the early positioning "Beautiful you, today, tomorrow." Over the years, the brand evolved to target modern, confident consumers seeking indulgent care that makes them feel fresh, beautiful, and young, extending its reach to men's grooming with the Aqua Pulse range and premium Couture Spa collaborations.