Ad Campaigns
Easy Off Bang now in India
New Delhi- 10th Feburary 2006: After fantastic success across Europe, America and South Africa, Easy Off Bang is now available in India. Easy Off Bang is a multipurpose surface cleaner, which removes tough stains like hard-water build up, rust stains and ground-in dirt which ordinary surface cleaners/detergents/or phenyls cannot remove despite rigorous amount of rubbing and scrubbing.
That’s why within two years of its launch in Europe, it is now present in 71 countries across the globe. In Tamil Nadu, where it was launched in June 2005 (TN was the test market), it is already a huge success with 15% market share.
Easy Off Bang is available nationwide at Rs 65 for 400ml in a handy squirt bottle with an easy-use nozzle. It’s suitable for removing stains across various surfaces like tiles & floors, washbasin, taps & showers, window grills & panes, steel utensils, plastics and ceramics.
Anne Engerant, Marketing Director, Reckitt Benckiser (India) Ltd said, “Until now there was no product available to clean “tough” stains like hard-water and rust in India. With the launch of Easy Off Bang, consumers will be delighted as it is an answer to a real need they encounter daily in their lives.” She further added, “We have tested this product in homes across 7 states of India and it’s heartening to see how Indian consumers have reacted so favorably to it.”
Also commenting on the launch of Easy Off Bang, Mr. Chander Mohan Sethi, Chairman and Managing Director, Reckitt Benckiser India Ltd, said “Reckitt Benckiser is the market leader in surface cleaner category in India with excellent products like Harpic for toilet cleaning, Lizol for disinfected cleaning and Colin for glass cleaning. With the launch of Easy Off Bang, we bring yet another unique and innovative solution to the Indian Consumer.”
To showcase Easy Off Bang’s properties of working right before the eyes, it has been launched with “demonstration” led advertising. In the commercial of 45 second duration, the anchor shows the effect of the product on tough stains across various surfaces right before the eyes of the consumer. Thereby demonstrating its proposition of “Bang… And the Dirt is Gone”!
Easy Off Bang was first launched in Europe in 2004 and within two years of launch, it has 21% market share in countries like Hungary. It is one of the fastest launched brands by Reckitt Benckiser and has made the company a global leader in Multi-Purpose Cleaners.
Easy Off Bang is manufactured by Reckitt Benckiser and is called Cillit Bang in Europe and Easy Off Bam in USA.
Reckitt Benckiser (India), is market leader in Multipurpose Cleaner with strong brands like Lizol and Colin (59% market share)* and Harpic in the specialist toilet cleaner market (86% market share)*
Reckitt Benckiser (India) Limited, formerly known as Reckitt & Colman of India Ltd has many brands in India, namely – Dettol, Harpic, Mortein, Lizol, Colin, Disprin, Veet, Cherry Blossom, Robin Blue, Brasso, Mansion and others. It has major presence in home and personal care, surface care, fabric care, pest control and medicine. The company is present in 140 countries all across the world and is No.1 in Household Cleaning Category. As seen across segments, Reckitt Benckiser brands are either number 1 or 2 in market share, in all the segments it is present in.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
