Brands
Toilet, floor cleaner brands piggyback on the Swacch Bharat Mission
MUMBAI: Ever since the government launched its ‘Swacch Bharat Mission’, brands have left no stone unturned to make hay while the sun shines.
As per a recent TAM Adex report, the toilet and floor cleaners’ brands have made an incredible spike of 244 per cent in their ad volumes on TV from 2014 to 2018.
Commenting on the trend, TRA Research CEO N Chandramouli says, “This increase in TAM Adex is a direct reflection of the toilet and floor cleaning brands' smart piggybacking on Swachh Bharat campaign. Incidentally, it has also been used significantly by disinfectant liquid soap brands.”
However, he cautions such brands to tread carefully with their campaigns, “Brands wait eagerly for such initiatives which will give them a wave to ride on. However, if a brand uses such waves too blatantly, it can also backfire on them as it can seem pushy thereby reducing the buying propensity, the important mix of brand trust and brand desire, of the brand.”
Bijoor Consults Inc founder and brand guru Harish Bijoor notes, “Swacch Bharat has actually upped the sensitivity to toilets, hygiene, toilet cleaning and more. If you look at the government sector buying more products in this segment as well, you will see a blip!”
Brand-nomics managing director Viren Razdan believes that the huge multi-level activation campaign of Swacch Bharat Mission has got the new-age Indian and his civic sense and national pride a never-before significance. He says, “It has also sparked off the renewed idea of hygiene which has been used fairly well by these categories. So, while in the past these brands did make their presence felt – it’s just that the new environment has created a fairly receptive mindset and brands are muscling their way for this new-found attention.”
He continues, “While earlier brands created their own space to a narrow focussed TG – suddenly the idea has been magnified in scale and width reaching a social issue, the category would obviously respond to the heat.”
Not just that, toilet soaps, toothpaste, shampoos, and washing powder/liquids also saw a huge spike in their ad volumes on TV, all of them increasing by more than 100 per cent. In fact, the report also showed that in the top 10 sectors to advertise on TV, personal healthcare improved its position by two spots; it was ranked sixth in 2014 and fourth in 2018.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
