ITC is India's premier FMCG company and is recognized for its world-class quality and enduring consumer trust. ITC forayed into the Personal Care business in July 2005 and in a short period of time it had launched an array of premium personal care brands. Its Personal Care portfolio under the 'Fiama Di Wills', 'Vivel Di Wills', 'Vivel' and 'Superia' brands has, over the years received encouraging consumer response. Today, the brands are being progressively extended nationally. The FMCG major partnered with Jagran Solutions to achieve its objective of accentuating sales of its premium category of shampoos and soaps in Kanpur, Lucknow, Jaipur, Ludhiana and Guwahati. The aim was to spread brand awareness, induce trails through sampling and more importantly, spread word-of-mouth to create opinion leaders for the brands via activation. The activation exercise materialized in the form of an in-store promotion activity. To communicate the premium nature of its brands an exclusive area was designed for display. Expert promoters, equipped best with knowledge of the brands were employed to interact with the consumers, who encouraged them to sample the brands. The result: The activity has been hugely efficient in delivering the information and also helped the consumers to select the right product. The activity, which began on October 12th 2007 has successfully completed its Phase 4 on November 30th 2009. The extended activity period of more than 2 years only proves the success and self sustainability of the program.