Law & Kenneth bags the creative duties for ITC’s Essenza Di Wills

Law & Kenneth has won the creative duties for ITC’s new range of lifestyle products Essenza Di Wills. The size of the business is estimated to be around Rs 7-8 crore.

The media duties will be handled by Interactions, Kolkata, which is part of the Lintas group.

Confirming this development to agencyfaqs! Anil Nair, COO, Law & Kenneth, says, “We started off with a project for ITC, and Essenza Di Wills was a part of it. The project was a success, and that’s when we were awarded this new business.”

Essenza Di Wills is an exclusive line of fragrances and personal care products launched by ITC, with assistance from experts in France. The products are currently available at select Wills Lifestyle stores.”

Talking about the media mix, Nair says, “Apart from television and print there will also a whole lot of on-ground activities at the Wills Lifestyle stores. The brand caters to the specific high-end consumers. This makes it necessary to let the consumers experience the product before they purchase it. Therefore the campaign goes beyond just showcasing the product with an attractive packaging.”

The packaging for the product has been designed by a Hamburg-based firm Peterschmidt Designs. Law & Kenneth too has played an active role in the product development.”

The campaign will start off with the signature brand, Inizio, which has two sub-brands Inizio Femme, and Inizio Home.

Inizio Femme for women has a fragrance of floral fruit musky notes, and Inizio Home targeted at men has oriental woody fruity fragrance.

The Essenza Di Wills range also includes products such as Eau De Parfum, Eau De Toilette and other bath and body care products that share the same olfactory signature of the men’s and women’s fragrances.

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