Classic filter kings

Classic Filter Kings is a premium brand of cigarettes launched in India by ITC Limited in 1979. At the time the Indian cigarette market was mainly dominated by plains and Regular Size Filter Tipped, with king size contributing barely 5% of the total market.

The Classic cigarette was initially 83 mm in length and 24.55 mm in diameter with the pack. Later ITC increased the cigarette length from 83 mm to 84 mm, the diameter increased from 24.5 mm to 24.75 mm. Imported cigarette paper, better board and therefore better pack quality, embossed name and crest added to the value of the brand.

The years 1993-95 saw the growth of Classic from 1.5 mnc to 5.4 mnc. This was possibly a result of the brand’s enhanced international appearance. And Classic took further strides towards internationalism with the introduction of Classic Milds and Classic Menthol. In 1996, Classic Ultra Milds was added to the Classic family.

The trademark was promoted not only by launching new variants but also through designing new packaging.

List of Varieties

• Classic Full Flavour
• Classic Milds
• Classic Ultramilds
• Classic Menthol
• Classic Riviera Whiff
• Classic Taste Treasures
• Classic Kafeato
• Classic Menthol Rush

Launch and promotion

Classic advertising began fairly quietly through the name and the line ‘a contemporary classic’. The brand was old world, Anglophile in its appeal and was marketed through the use of etchings from the Raj era, in keeping with the brand line. In the early years of its advertising this was fairly successful, since no one else owned that concept. However as time moved on and tastes changed, it became necessary to encourage more direct interaction between the consumer and the brand, with an eye to perpetuating the brand story in a more contemporary mould.

The new Classic advertising was the answer. Started in 1992, this showed polo visuals with the headline, ‘Discover a passion.’

Sponsorships, carefully chosen, covered the premium sports of racing and golf. These were targeted at the Westernised affluent smoker of the SEC A category. Music was a later addition beginning from 1996/97.

Classic Today

The brand’s current positioning of Contemporary Style has been arrived at to make a statement about being in sync with modern trends. The horse imagery has been retained. The brand has also extended the music platform into modern forms of music like Lounge and Hip Hop.