Classic Filter Kings

Classic Filter Kings is a Cigarette brand with a number of variants. It was 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.[3]

Launched in 1979, Classic was an aspirational brand. During the late 90s the image was changed to something a lot more liberal and global. With that change, the size was changed too – with increased size and change in paper quality. This is where the Classic Polo communications were introduced, with a new tagline – Discover a Passion.[4] The brand was connected to sponsorships including racing and golf. These were targeted at the Westernized affluent smoker of the SEC A category. Music was a later addition beginning from 1996/97.

In 1979, Classic was launched in India and was popular in the Metros, especially in the north and in the east of the nation.[5]

The brand grew steadily between 1979 and 1991. The brand was repositioned in 1994, this also included an increase in length and in diameter. To give the communication an edge, a contemporary and modern youthful look was adhered to while polo was chosen to represent the passion and dynamism of the brand. The tag line of Discover Passion was also integrated into the entire Classic package.

This era also saw Classic launch into various brand extensions which included the Milds and Menthol segments to cater to various markets and it was a start to a new trend in the Classic portfolio. Packaging for each brand was developed with the Classic benchmark, however, color was used to differentiate between variants keeping the Classic story, values and brand equity intact.

From 1992 – to 2004 The inclusion of newer variants saw new blends in the Classic portfolio. Classic Milds, Classic Ultra Milds, Classic Menthol

Classic Wills: Both Wills and Classic enjoyed their time in the market and their respective audiences, however the time had come to create an entity that has the values of them both. This decision gave birth to Classic Wills.

limited edition packs of Wills "Classic rock"

During the late 1990s the image was changed to something a lot more liberal and global. The cigarette size was increased from 83 to 84mm and the diameter from 24.5mm to 24.75mm. The paper quality was also improved upon.[6] This is where the Classic Polo communications were introduced, with a new slogan: "Discover a passion".[3][7][4]

The brand was connected to sponsorships including racing and golf. These were targeted at the Westernized affluent smoker of the SEC A category.

In the 2000s the brand has launched new variants Classic Verve, a slim cigarette, Classic Menthol Rush, Classic Riviera Whiff in flavors like Orange and Lemon, Classic Kafeato, Classic Taste Treasures with the innovative Tea Flavour.[9]

In the second decade of the 2000s, Classic also launched an experimental range of flavors like Classic Tangy Twist, Classic Citric Twist and Classic Clove giving an alternative to overseas brands for the Indian audience.[10]

Wills Classic is mainly sold in India, but also was or still is sold in Paraguay, United Kingdom, Hungary, Moldova, Serbia, Albania, Greece, Ukraine, Russia, Kyrgyzstan, Kuwait and Australia.[11][12][2][13][14][15][16][17]

In the 2000s, ITC Limited launched new variants: Classic Verve, a slim cigarette, Classic Menthol Rush, Classic Riviera Whiff in flavours like orange and lemon, Classic Kafeato, Classic Taste Treasures with a tea flavour.[18][19][20]

Classic introduced capsule cigarettes as well, which are cigarettes which contain a flavoured capsule that can be crushed for an additional flavour. Examples of such cigarettes are Classic Ice Burst, Classic Tangy Burst, Classic Citric Twist and Classic Double burst.

In the late 2000s, Classic also launched an experimental range of flavours like Classic Tangy Twist, Classic Citric Twist and Classic Clove giving an alternative to overseas brands for the Indian audience.[10]

• Cigarette
• Tobacco smoking