Top Story

e4m_logo.png

Home >> Marketing >> Article

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

07-January-2005
Font Size   16
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.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube