Navy Cut is an Indian cigarette brand, which is owned and produced by ITC Limited. Initially launched as Wills Filter, it was among the earliest Indian cigarettes to feature a filter^[1]. Over the years, the brand has undergone various changes in its marketing and packaging to adapt to evolving market demands and regulatory environments. Navy Cut is notable for its distinctive logo and packaging, which have become iconic in the Indian tobacco market.

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Wills Navy Cut

A pack of Wills Navy Cut cigarettes
Product type	Cigarette
Produced by	ITC Limited
Country	India
Introduced	1910; 114 years ago (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

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Wills Navy Cut was originally manufactured by W.D. & H.O. Wills in the United Kingdom, and was one of the most notable products of the company in Britain.^{[citation needed]} In 1910, ITC Limited (then called "Imperial Tobacco Company of India Limited") commenced its operations in Kolkata. ITC started manufacturing cigarette.

Wills Navy Cut Filter Tipped was launched in July 1963 in India at the price of 10 Annas for a packet of 10 cigarettes. At this time, the biggest task was to assure people that the addition of the filter was meant to enhance the taste they were accustomed to since many Indians at the time were used to traditional unfiltered cigarettes.^{[citation needed]}

In the years since Wills Navy Cut was launched in a flat 10s pack with a distinctive red band. The W leaf was also a part of the pack. One of the biggest changes in the brand was to give Navy Cut its due prominence; over time the Wills Crest was replaced by the classic unicorns as well.^[2]

In 1988, W.D. & H.O. Wills ceased operations and production of Wills Navy Cut ended in the U.K. However, ITC, an independent company, continued to manufacture and market the cigarette in India. The phrase "From the House of W.D. & H.O. Wills" continues to be printed on the cigarettes and their packaging.^[3]

From its inception, the marketing strategy for Navy Cut focused on the synergy between the cigarette's filter and tobacco, promoting the filter as an essential enhancement. This approach was pioneering in its inclusion of women as central figures in its advertisements.

In 1965, ITC Limited initiated 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, akin to a harmonious marital relationship. This was intended 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. However, these advertisements were phased out following the nationwide ban on tobacco advertising in 2004. The "Made for each other" campaign went on to become one of the longest-running and most recognizable advertising campaigns in India.^[4][5]

The years 1968/69 saw considerable growth in competition from rival and lower-priced filter cigarettes. However, Navy Cut continued to retain its market share.^[6]

Wills Navy Cut is mainly sold in India, but has also been sold in the United Kingdom, Kuwait, Saudi Arabia and Pakistan.^[7][8][9]

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