ITC's Fiama Di Wills and Interactive Avenues use Twitter to power the launch of Fiama Di Wills Shower Jewels

Company Brief

New Delhi, 20th October 2014

In a world where boundaries between virtual and actual have almost ceased to exist, it has become extremely important for brands to keep re-inventing the ways they showcase their offerings to their audiences. Keeping up with this spirit of innovation and out-of-the-box thinking, Interactive Avenues – leading digital agency, launched ITC’s Fiama Di Wills’ new range of Shower Gels (Jewels) designed by acclaimed fashion designer Masaba Gupta, through an extremely unique digital engagement at the recently concluded Wills India Fashion Week. What made the launch unique was a tweet counter powered by #FiamaShowerJewels, which queued up the bottles and prepared them for launch with every single Tweet. The moment the tweet marker reached the set Tweet number it triggered the bottles to rise from a designer platform unveiling them to the audiences at the Fashion Week. 

The entire activity reported an estimated reach of 46.4 million impressions from 10,602 Twitter mentions. As a result of which the conversations went soaring high and by the time the launch was ready, the tweets had already crossed the 8000+ count and the #hashtag ended up trending on Twitter prior to the launch.

Speaking on the activity, Mr. Shantanu Sirohi, COO, Interactive Avenues said, “Interactive Avenues has always believed that the power of digital permeates across mediums. With the increase in smartphone proliferation, digital has emerged as one of the strongest propagators of word-of-mouth publicity and it has become extremely important for brands to ensure that on-ground activations are backed by an innovative digital outreach. Realizing this, the digital activation which we did for Fiama Di Wills, ensured that we keep the end consumers at the center of the activity, with the Tweet powered launch. Launching at a platform like WIFW also helped us organically engage with various social media advocates who also contributed towards spreading the word and snowball this amazing crowd sourced product launch.”

For further information, please contact:

Abbhishek Chadha

Email: Abbhishek.Chadha@interactiveavenues.com