Indiantelevision.com Team

(13 December 2006 10:00 pm)

MUMBAI: FMCG major Henkel India Ltd. has launched a fresh campaign for its flagship dishwash brand, Pril Liquid.

The new TVC features south Indian actress Shobana, who challenges consumers to replace their dishwash bars and try the Pril Liquid "One Drop Challenge."

The TVC promotes the proposition of its product delivery and quality - "One drop is enough to clean the toughest stain" also emphasizing that using one drop is highly economical.

Currently, Pril Liquid, claims to hold more than 72 per cent market share in the dishwash category in India - as per AC Neilsen data.

Henkel India Ltd MD Satish Kumar said, "Being the biggest player in the liquid utensil cleaner segment in India, Pril Liquid has taken up the challenger position, to challenge any other cleaning format for dish washing. Pril Liquid has been growing at a steady pace with all its variants. We want to create awareness among consumers about the distinctive benefits of using Pril Liquid."

The product is available in an economy pack at Rs 15, equal to the price of bar. While consumers can also choose from a range of Pril Liquid variants Lime+Vinegar, Orange+Vinegar, Wildberry+Vinegar and Mango+Vinegar. Pril is also available in bars in the variants Lime+ Vinegar and Tamarind+Vinegar, informs an official release.