BoroPlus ropes in Juhi Chawla for its hygiene range

A TVC featuring Juhi will be on air across channels and platforms mid-September onwards

e4m by exchange4media Staff
Updated: Sep 14, 2020 3:02 PM

BoroPlus has taken on board actor Juhi Chawla for its newly launched hygiene range to spread wider awareness among consumers about the necessity of maintaining personal hygiene especially amidst the present global health crisis of COVID-19.

The range is now set to hit the retail market with Hand Washes (BoroPlus Antiseptic + Moisturizing Handwash).

Speaking on the occasion, Priti A. Sureka, Director, Emami Limited said, “BoroPlus is a brand which is trusted by millions of people, all over India. Its antiseptic cream is a staple across households for all age groups, to heal, protect and moisturize the skin. The foray into personal hygiene, keeping in mind the antiseptic and moisturising equities of BoroPlus, was part of our innovation plan on the brand. However, with the world facing the COVID-19 pandemic, we have seen several consumer behavioural changes with respect to personal hygiene, which have become a new way of life.

“Keeping this in mind, we have endeavoured to bring forward our launches in the hygiene segment. We started with hand sanitizer, then moved on to expand to the category of toilet soaps, and now hand wash. BoroPlus Hygiene Range is all set to offer the consumers a complete range of personal hygiene to fight the attack of COVID 19 virus. For our hygiene range, we are happy to associate with the celebrity presence of Juhi Chawla who enjoys an all-pervasive acceptance all over India across age, gender and geographies. Her warm, charming and friendly personality makes her someone who is relatable to everyone. A successful actor, a mother and a business woman, Juhi resonates with the brand persona of BoroPlus which is multifaceted and speaks of trust, purity, responsibility and authenticity.”

On the association, Juhi said: “With the world facing the COVID-19 pandemic, people have become generally very conscious of health and hygiene. This heightened sense of hygiene has become an integral part of our new normal way of life and this consciousness is here to stay with us for long. People are in want of hygiene products that will not only protect them and their family from germs but also care for the health of their skin. BoroPlus Antiseptic + Moisturising range of soaps, sanitizers and hand washes bring in the perfect solution to not only keep the skin germ-free but also moisturise it with the goodness of their natural ingredients. I feel very happy and responsible to be associated with the hygiene range of BoroPlus – a brand that I trust.”

A TVC featuring Juhi will be on air across channels and platforms mid-September onward.

Shot under stringent health hygiene protocols, keeping everyone safe was the highest priority on the set. The brand commercial narrates the story of every other family today whose hygiene habits have undergone significant change with the onset of COVID 19 pandemic.

The film shows people following a robot to portray these habits turning into frequent actions almost to the extent of being mechanical.

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