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Fragrance-packed Ariel detergent banks on celebrity aroma therapist and filmstar

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Fragrance-packed Ariel detergent banks on celebrity aroma therapist and filmstar

Brand endorsement by celebrities is a concept all are familiar with, and which might sound little worn out as well. To give it an all-new fresh perspective, Procter & Gamble has made an innovative move. P&G is a Rs 1000-crore-plus consumer goods leviathan with brands like Tide, Ariel, Pantene, Whisper, Pampers, Head & Shoulders etc under its umbrella.

As the company felt, an ordinary product launch for the detergent brand Ariel might not attract as many eyeballs as a product endorsed by a well-known therapist and a film star-cum-homemaker. This way, the product would actually be banking on celebrities like Blossom Kocchar and Sharmila Tagore and would gain higher popularity and make way into lakhs of Indian households.

Throwing light on the move by P&G, Dr Blossom Kochhar, a world-renowned aroma therapist, said, “I truly think it’s a breakthrough for a detergent to provide aroma therapy to India’s millions of homemakers at no extra cost. Fragrances play a vital role in our life as they touch our senses, rejuvenate and boost confidence. The two new variants of Ariel do just the same.”

The existing Ariel available in the market would be replaced by the two new variants of the brand – Ariel Spring Clean, which is said to rejuvenate ones mood with its floral fragrance and Ariel Fresh Clean that is said to soothe nerves with its refreshing fragrance.

Sharmila Tagore has endorsed Ariel not as a well-known film actress but simply as a homemaker. “Washing clothes is hardly a chore anymore. I like to do my housework myself and what could be a better way than remaining fresh and feeling confident while working,” she said.

This initiative would be promoted by the two new TVC’s. Developed by Saatchi & Saatchi, the two new campaigns for the new products will be on air this Monday onwards. With price unchanged, the new products would be available in 200 gm to 1.5 kg packs and 20 gm sachets all across India.

Introduced in India in 1991, Ariel has led other detergents in product innovation. It was the first to bring the compact detergent technology in India and initiative of launching detergent in a choice of fragrances is also a first. Over the years, the brand has enjoyed endorsements from celebrities like Shabana Azmi, the saas-bahu duo of Smriti Irani and Apara Mehta and many homemakers of India.

This concept of fragrant detergents evolved with a consumer research conducted by the company on the Indian laundry market pointing out that eight out of 10 people favoured such products. “Winning combination of stain-removal and pleasant fragrance was unmet by current detergent powders in the market. Therefore, in keeping with Ariel’s legacy of leading innovation, we have developed and launched Ariel in a choice of fragrances to delight Indian homemakers,” said Shumit Kapoor, Associate Director, Sales, P&G.

With HLL and brands like Henkel, Nirma, and Ghari existing in the market as the competitors of Ariel, we may get to see some more interesting innovations in this segment in the near future.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.