Wills Navy Cut is an Indian cigarette brand owned and produced by ITC Limited.

Wills Navy Cut Filter Tipped was launched in July 1963 in India at the price of 10 Indian Annas for a packet of 10 cigarettes.

The company decided to market the filter as a product that enhanced the taste they were accustomed to, since many Indians at the time, were used to traditional unfiltered cigarettes.

This approach alps was notable for its inclusion of women, at a time in which cigarettes were marketed primarily towards men.

This campaign featured a print advertisement with a married couple enjoying a Polish joke book, which then attempted to relate the relationship of a cigarette and a filter to a functioning marriage.

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.