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Rexona flags off fight against body odour in Mumbai with Mandira Bedi

27-May-2006
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Rexona flags off fight against body odour in Mumbai with Mandira Bedi

Rexona, the deodorant brand from HLL, has kicked off a nationwide ‘No BO’ (body odour) movement in Mumbai with Mandira Bedi. This movement against body odour will reach over 1.5 million young Indians spread over 1,000 colleges and IT and BPO companies in seven cities – Mumbai, Delhi, Hyderabad, Chennai, Bangalore, Pune and Kolkata. Each person who signs up for the ‘No BO’ movement with Rexona Deo Roll On will pledge to start the movement with oneself.

The ‘No BO’ movement is part of Rexona’s campaign to make people aware that everyone is at risk of body odour.

To help consumers combat body odour effectively and make the ‘No BO’ movement successful, Rexona has introduced its international best selling product – Rexona Deo Roll On in India. The deo roll on controls underarm sweat, which is the main cause of body odour. That makes it the most effective protection available, which lasts all day long. The new Rexona Deo Roll On has a skin friendly alcohol-free formulation, which suits all skin types. It is directly applied onto the underarms and far more effective than the aerosol sprays currently available in the market.

On the launch of the campaign Milind Walvatkar, Marketing Manager, HLL Deodorants, said, “The simple truth about body odour is that it happens to everyone. Protecting against body odour should, therefore, be a part of our daily hygiene. The Rexona ‘No BO’ movement is really a people’s movement where everyone who has realised they need to take care, is signing up. We expect an overwhelming response to the movement and hope to make it the biggest of its kind. It should easily make it to the Limca Book of Records with the largest sign ups ever.”

Rexona Deo Roll On has been launched in two variants – Free Spirit for women and Ice-cool for men. Under normal usage once a day, it lasts 30 days. Priced at Rs 30, it is available in a handy bottle across leading retail outlets in metros and large towns.

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