MAM
Vanish promises ‘Dry Clean Like results’
NEW DELHI: Are you sceptical when it comes to sales spiel guaranteeing magically whiter and brighter clothes? Now you can be the judge yourself. Stain removal brand Vanish has joined hands with Avataar.Me to create an immersive Augmented Reality (AR) experience for its consumers, enabling them to find out if the stain remover indeed delivers ‘dry clean like results at home’.
The new campaign is based on a study conducted by an external research agency: whether consumers prefer dry cleaning or washing clothes at home. The study found that consumers used dry-cleaning solutions to keep their clothes looking newer for longer. After several rounds of rigorous testing, results indicate that Vanish liquid/powder, when used with regular detergent, provides dry clean like results at home. The stain remover makes your garments look brighter and whiter after every wash, while being gentle and safe on them.
Commenting on the campaign launch, Reckitt Benckiser (Vanish’s parent company) hygiene- South Asia CMO and marketing director Sukhleen Aneja highlighted the fact that they are the first in the segment to introduce a real time immersive demo experience for consumers.
“Consumer needs and demands evolve especially as they adjust to the new normal. Vanish provides ‘dry clean like results at home’ by whitening, brightening and removing stains. This is a perfect solution for consumers who can take care of their everyday clothing and make their clothes last longer while looking brighter and whiter,” she said.
RB hygiene, south Asia director Skand Saksena said the Vanish campaign is all about the maxim ‘seeing is believing’ and showcases the product's efficacy through live demos.
The digital AR experience will go live in November, added Aneja.
Vanish in both powder and liquid formats is available across the country in modern trade stores, e-commerce sites and local kirana stores. It is priced starting Rs. 59 onwards.
Last year, the brand relaunched the stain-removal laundry product, in line with its strategy to offer premium products to tap into emerging segments. The FMCG major is known for its brands such as Harpic and Lizol household disinfectant.
In 2019, Anglo-Dutch company Reckitt Benckiser had launched its global liquid laundry brand Woolite in India, apart from introducing a chemical-free range of soaps and hand washes under brand Dettol.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
