Fiama

Sara Ali Khan lies on a striped mat in a yellow dress, surrounded by a hundred bottles of shower gel, and a purple badge drops into the corner of the frame: Feel Good with Fiama. Then the world turns to pink paper. A feather lands on her shoulder. Fifteen seconds later a bathroom is a place you want to be.

Fiama: More Skin Friendly pH is one of five 15-second films First December Films made for ITC's Fiama shower gels with Ogilvy, each carrying a single reason to buy under one line, nahaane ka naya mazza, a new kind of fun in the bath. Atul Kattukaran directed the set. On the Fiama channel the Hindi film for this one has passed 11 million views, and the sibling film on skin moisturisers nearly 15 million.

At a glance

• Brand: Fiama, ITC
• Agency: Ogilvy
• Production house: First December Films
• Director: Atul Kattukaran
• Director of Photography: Manush Nandan
• Featuring: Sara Ali Khan
• Series: five films, More Skin Friendly pH, More Moisturization, More Fragrance, Great Value, Refill
• Launch: 11 March 2025 on the Fiama channel, Hindi and English
• Running time: 15 seconds each
• Reach: 11 million views for the pH film and 14.9 million for the moisturiser film in Hindi, by September 2026

The brief

Fiama is ITC's shower gel brand, and shower gel in India is a category that has to keep persuading soap users to switch. Sara Ali Khan had been the face of the brand since 2022. By 2024 Fiama wanted a campaign that could carry several product truths at once, the pH, the moisturisers, the fragrance, the value pack, the refill pouch, without making five unrelated commercials.

That is a brief about a system. One world, one star, one line, one look, and a slot in each film for a single claim. The films had to work as 15-second television spots in Hindi and English, be recognisable as a family across a media plan, and still feel like fun rather than a checklist.

The idea: one feel-good world, one claim at a time

The answer was a collage. Every film begins in the same place, Sara on a mat in a field of bottles under the Feel Good badge, and then cuts into a paper-cut world whose colour belongs to the claim. Pink for pH. Blue and a paper shower for moisturisers. The claim arrives as a single object and a single word.

This is the pH film beat by beat.

• Sara on the striped mat, eyes closed, hand on her stomach, bottles arranged around her on a white floor. The Feel Good with Fiama badge lands with a spray of coloured dots.
• A high shot of the whole floor: dozens of bottles in green, orange, purple and pink standing in rings around her.
• She rolls up, and the room is gone. She is a cut-out figure against pink paper, holding the purple berry bottle.
• She sniffs it, turns, and a purple feather drifts down and lands on her bare shoulder.
• The feather in close-up on skin, then another brushing her cheek.
• She squeezes the gel onto her palm, and a purple pH droplet badge appears with the words Skin Friendly.
• End card: Fiama Shower Gels, nahaane ka naya mazza, with the four bottles and their fruit.

The feather is the whole argument. Skin friendly pH is a chemistry claim that nobody can picture, so the film gives it a texture. In the moisturiser film the same job is done by bubbles and the words Soft, Smooth, Happy landing on her arm. Each film owns one object.

Five films, one bathroom, one star, one claim each. The system is the creative.

The look

Manush Nandan shot Sara clean against white so that she could be lifted into the paper worlds, and the films are honest about it: a small Creative Visualization disclaimer sits in the corner throughout. Marko Katanic built the CG and animation, the paper arches, the drifting feathers, the shower of paper droplets, the bubbles, and Vincenzo Andolina graded it so that skin stays warm inside worlds that are entirely pink or entirely blue. Rohit Padwal at After Studios put it together.

The mixed-media look does two things. It makes the films unmistakably Fiama in a category of steam and white tiles, and it lets a single day with the star stretch across five films, because the environments change around her rather than the other way round.

The series

• More Skin Friendly pH: pink world, the feather, the pH droplet.
• More Moisturization: blue tiled world, a paper shower, bubbles, Soft Smooth Happy on skin.
• More Fragrance: the scent claim.
• Great Value: a full month of indulgence, the value message.
• Refill: the refill pouch.

Sandeep Patil composed one track that runs under all five and Joseph George mixed it, so the series sounds like one campaign on air. Priyank Prem Kumar cut them to the same rhythm: badge, world, claim, card.

Where it sat

• 24 December 2024: First December Films publishes the five films.
• 11 to 12 March 2025: The Hindi and English films go live on the Fiama channel. By September 2026 the moisturiser film had 14.9 million views in Hindi and 2.7 million in English, the pH film 11 million and 1.5 million, and the Great Value film 8.2 million and 1.1 million.

What the film proves

This is the reference to reach for when a brief needs any of the following:

• a multi-film campaign where every film carries one claim inside one system
• a celebrity shot once and placed into several built worlds
• a mixed-media, paper-cut look in a category that usually sells steam
• an abstract product claim (pH, moisturisers) given a physical image
• 15-second television spots delivered in Hindi and English

See more of our work, the director's reel and credits, or send us a script and a date.

Credits

• Client: Fiama, ITC
• Agency: Ogilvy
• Production house: First December Films
• Director: Atul Kattukaran
• Executive Producer: Ganesh Pareek
• Senior Producer: Imran Patel
• Producer: Ankit Singh
• Director of Photography: Manush Nandan
• CG and Animation: Marko Katanic
• Grade: Vincenzo Andolina
• Offline Editor: Priyank Prem Kumar
• Online: Rohit Padwal, After Studios
• Music: Sandeep Patil
• Sound: Joseph George
• Featuring: Sara Ali Khan