Wills Navy Cut

Wills Navy Cut

A pack of Wills Navy Cut cigarettes
Product type	Cigarette
Produced by	ITC Limited in India, Imperial Tobacco outside of India
Country	India
Introduced	1910 (1910)
Markets	See Markets
Previous owners	W.D. & H.O. Wills
Registered as a trademark in	Yes
Tagline	"Made for each other"
Carcinogenicity: IARC group 1

Wills Navy Cut is an Indian cigarette brand owned and produced by ITC Limited. Initially launched as Wills Filter, it was among the earliest Indian cigarettes to feature a filter. Over the years, the brand has undergone various changes in its marketing and packaging.

History

Wills Navy Cut, initially produced by W.D. & H.O. Wills, was one of the flagship products of this British company. The brand has a long history, with its origins tracing back to the United Kingdom.

In 1910, ITC Limited, then known as the Imperial Tobacco Company of India Limited, began its operations in Kolkata and started producing cigarettes. This marked the beginning of Wills Navy Cut's journey in India.

The Indian market saw the introduction of Wills Navy Cut Filter Tipped in July 1963, priced at 10 Annas for a pack of 10 cigarettes. At that time, convincing consumers about the benefits of the new filter was a major challenge, as most Indian smokers were used to traditional unfiltered cigarettes.

Wills Navy Cut evolved over the years. The cigarettes were later sold in a flat pack of 10, featuring a distinctive red band and the iconic W leaf on the packaging. One of the notable changes in the brand's design was the increased emphasis on the Navy Cut name, and the replacement of the Wills Crest with classic unicorns.

Although W.D. & H.O. Wills stopped its operations in 1988 and ceased production of Wills Navy Cut in the UK, ITC continued to produce and market the brand in India. The legacy of the original manufacturer is still honored, as the phrase "From the House of W.D. & H.O. Wills" remains printed on the packaging and the cigarettes themselves.

Marketing

Navy Cut's marketing strategy emphasized the synergy between its filter and tobacco, promoting the filter as an essential enhancement. This approach was innovative for its time, particularly in its inclusion of women as central figures in advertisements.

In 1965, ITC Limited launched the "Made for Each Other" advertising campaign. This campaign featured a print advertisement with a married couple enjoying a Polish joke book, symbolizing the perfect pairing of tobacco and filter, similar to a harmonious marriage. This strategy aimed to resonate with consumers on emotional and aspirational levels.

The campaign's impact was further solidified in 1969 with the introduction of the "Wills Made for Each Other" contest, which sought to identify couples who exemplified this ideal match. The campaign's visibility was maintained through posters displayed on prominent street corners across India until the early 1990s.

These advertisements were phased out following the nationwide ban on tobacco advertising in 2004.

The "Made for Each Other" campaign became one of the longest-running and most recognizable advertising campaigns in India.

During the years 1968-1969, Navy Cut faced considerable competition from rival and lower-priced filter cigarettes. Despite this, Navy Cut continued to retain its market share..

Markets

Wills Navy Cut is mainly sold in India, but has also been sold in the United Kingdom, Kuwait, Saudi Arabia and Pakistan.

See also

• ITC Limited
• List of cigarette brands
• Wills World Series
• Wills Trophy
• 1991–92 Wills Trophy
• 1992–93 Wills Trophy