Henkel Marketing India has launched a new campaign for its 'Pril' dishwashing bar. The company has chosen to highlight the product benefit of odour neutralisation, through a 30-second TVC and other marketing communication means.
The campaign is intended for national and regional print, radio and television, and will be supported with ground level activities at retail level. Direct consumer contact and product demonstrations are to be held in key cities.
On the new campaign, A Satishkumar, Managing Director, Henkel Marketing India, said, "The communication is based on the benefit that while lime does the basic degreasing and cleaning, Vinegar removes the residual odour. With this new ad campaign we are looking at translating our success in the liquid dishwashing category on to the bar segment also."
Across India, Pril Liquid enjoys a market share of 75 per cent, while the Pril bar has notched up a market share of 5 per cent within a year of its launch. RK Swamy BBDO is handling the advertising for Pril, and the campaign rides on the message 'Pril Clean is actually Full clean'. The previous line was ''Pril Clean is the Best Clean.'
The TVC, which broke during the March purchase cycle, is in Hindi. In the South and the East, it will be in the regional languages. Manav Menon of Footcandles films has directed the 30-second TVC.
Pril Bar has been made available in two variants - Lime and Vinegar, and Tamarind and Vinegar. The company said in a release that the ingredient Tamarind was used because of its association with cleaning in the South. It claimed that the use of tamarind is a first in the category.