MAM
Reckitt Benckiser launches an All- New Vanish as a Detergent Booster
National: Reckitt Benckiser announced the launch of Vanish in an ‘All-New’ avatar at a press conference in New Delhi earlier today. Vanish, World’s No. 1 stain removal brand has brought in a revolutionary formulation keeping in mind the change in preferences of the Indian consumer. Studies conducted by leading marketing agencies Nielsen and Third Eye revealed that more than 60 per cent consumers are inherently dissatisfied with their laundry results despite using premium detergents. Vanish aims to fill the void in the market by providing home makers with the perfect laundry solution.
The All-new Vanish has 10X more Active Oxygen compared to Premium detergents that help in removing various complex stain types while being safe and gentle on your garments. The Post use consumer research showed that 9 out of 10 consumers after trying the product were motivated to buy the product. Seeing is believing! The New Vanish ad campaign showcases the ‘Wow’ in Vanish by bringing to life the magic of Vanish through live demos in front of consumers eyes. The TVC shows, Aparshakti doing live demos bringing the 3 benefits to life – stain free, brighter and whiter clothes. The campaign highlights the importance of seeing is believing by having Aparshakti interact with a live audience addressing their laundry issues.
Commenting on the launch, Sukhleen Aneja, Marketing Director, South Asia RB Hygiene Home said, With the evolution of fast fashion more and more consumers wearing blended or synthetic fabrics which are fragile in nature the need for additives in India is only going to grow. Vanish with Active Oxygen gives amazing stain removal and brightens colors while being gentle on the fabric.”
Abhishek Chuckarbutty, Global Category Director, RB Hygiene Home, said “Vanish has been the Global No. 1 brand present across 70 countries, including India. The new Vanish has been tailor-made keeping in mind the evolving consumer needs. Each scoop of Vanish, unlike detergents, has millions of oxygen bubbles which remove stains, whiten whites, brightens colours and keeps the colours safe.”
Vanish’s ad campaign aims at educating the audience with the magic of Vanish and providing the consumer with the perfect laundry solution with every wash. The TVC further highlights the benefits of Vanish which says, “Stains Gone, Whiter, brighter clothes. WOW – Wow Vanish!”. The integrated campaign will be deployed across multiple platforms including TV, Digital and Print.
The new Vanish is an advanced solution to all laundry problems, ensuring the Indian consumers get stain free clothes, whiter whites and brighter colours with increased longevity. The new product will be available in both powders and liquids and across different sizes ranging from 100g to 800ml. It will be available across the country in modern trade stores, e-commerce sites and local kirana stores. The price range starts from Rs. 59 onwards.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
