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Ritu Beri swears by Safewash in new TVC

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Ritu Beri swears by Safewash in new TVC

Safewash, the liquid detergent brand from Wipro Consumer Care, is turning up the style quotient of winter garments with its latest TVC and digital campaign. The brand promises users the right kind of expert care their woollens deserve.

The ad features renowned fashion designer Ritu Beri, who is seen conducting rehearsals for a fashion show. During the routine, one of the models accidentally spills a drink on another model’s sweater. While everyone looks nervous, Beri steps in with her “Safewash se hoga” attitude to pacify her team. Finally, models are seen sashaying down the ramp adorning a radiant and shiny range of sweaters, to a roaring applause.

The TVC is being actively promoted across social media platforms including the official website of Safewash.

The digital efforts of the brand consistently focus on showing-off fashionable winter wear, even after repeated washes. Hence, the communication and conversations were centered on the plank: Flaunt. Safewash. Repeat.

The digital campaign of the brand is driven by the agency, Experience Commerce.

“Efforts to influence consumers of fast moving goods on digital platforms are always a fascinating experience, given the dynamic and unpredictable nature of the audience. This campaign is a similar effort, which is going to play with the concept of ‘Flaunt. Safewash. Repeat.’ consistently with the target audience across digital platforms,” says Sandip Maiti, CEO of Experience Commerce.

The campaign involves engaging with fashion bloggers, sharing their Vlogs and blogposts showing how to take care of winter wear under the hashtag #FlauntKarBefikar. With interesting content on the website and ongoing social media activities, the brand will continue to urge people to flaunt their winter styles.

Wipro Safewash has an advanced formulation that prevents clothes from shrinking, and protects colour and shine, thus keeping them soft and fresh off-the-rack even after repeated washes. Safewash gives woollen clothing an ‘All Round Protection’, and this has been expressed across all communication as – ‘7 Benefits of Expert Care’.


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