Brands
Harpic’s #MomWaliDiwali campaign celebrates family bonds
Mumbai: Harpic Bathroom Cleaner, India’s leading bathroom cleaning brand released its first-ever festive campaign #MomWaliDiwali, inspiring families to play a bigger role in getting homes ready for the upcoming festival of lights. The heartwarming campaign highlights how each member can support the homemaker in this process, especially when it comes to bathroom cleaning.
Diwali cleaning is a ritual India takes very seriously and the entire family comes together to take part in the activity under the supervision of the homemaker who is the protagonist and adds to perfection everywhere (Mom’s perfect touch). However, when it comes to cleaning a bathroom, which is the most tedious job of all, homemakers are usually left alone to complete the job. The joy of the celebrations can be manifold if the family pitches in to help her in this job as well.
Reckitt regional marketing director, South Asia – hygiene Saurabh Jain said, “Harpic, popular for its direct communication with consumers, has adopted a unique approach to the festive season this year. In a new direction for the brand, Harpic Bathroom Cleaner through #MomWaliDiwali, showcases the importance of a mother’s touch in achieving perfection in every task, and the role families can play to ease her work around the house, especially during Diwali cleaning. The heartwarming brand film aims to bring families together in the most mundane task of cleaning. We are excited to see how consumers receive the film, an effort to create a unique brand recall moment amongst them.”
The campaign video beautifully captures the significance of a mother’s touch in achieving perfection in every task, big or small, while encouraging family members to assist mothers with exhausting tasks like bathroom cleaning. It features a daughter, son, and father struggling at tasks like making laddoos, picking right clothes for Diwali, and putting up lights in preparation for Diwali, however, with the mother’s magical touch, they are able to complete the tasks successfully. When the mother is later seen attempting to clean the bathroom, the son, daughter and father intervene to help, using the Harpic Bathroom Cleaner, making the mother smile in awe of her family.
Harpic is synonymous with clean and hygienic bathrooms and an essential tool that every homemaker relies on. Harpic Bathroom Cleaner gives 10X better cleaning^ with less effort when compared to ordinary detergents and kills 99.9% germs*, leaving behind shiny, and clean bathrooms with a pleasant fragrance, reinstating its proposition of #HarpicDegaSaath. The brand campaign video is available on Harpic’s official YouTube page and is being run on YouTube, Meta and Disney+ Hotstar.
*Kills 99.9% germs post 5 minutes of contact time with diluted or neat product
^Vs ordinary detergent powders under standard test conditions
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
