• Investment World
• eWorld
• Catalyst
• Mentor
• Life
• Canvas
• Praxis
• Urban Pulse
• Brand Quest

Ajita Shashidhar

It's important that a dishwash bar have the right formula, says the campaign for Pril.

JUST as the secret behind a mouth-watering plate of biryani lies in the right kind of ingredients used, your dishwash bar also requires the right ingredients to ensure great cleaning. The new TV campaign for Pril bar which went on air recently claims that its lime, orange and vinegar combination sets it apart from other dishwash bar brands. And endorsing the brand is none other than the country's star chef, Sanjeev Kapoor.

The TVC, conceptualised by R. K. Swamy BBDO, revolves around a cookery show conducted by Chef Kapoor in which he compares a dishwash bar with a plate of biryani and says that just as good food is all about the right ingredients, good cleaning is also about good ingredients. He talks about the lime and vinegar combination in Pril which supposedly helps in getting rid of the toughest of grease from the utensils. And finally, comes the tagline, which says, `Chale daag ki chutti.'

The objective of the campaign is to establish Pril Bar as an "effective cleaner," says Navneet Virk, Creative Director, R. K. Swamy BBDO. "Vim has a huge monopoly in the dishwash segment, and to counter that it was essential to focus on the ingredients and how they ensured tough cleaning. In fact, most dishwash bars contain lime, but vinegar, which plays a major role in getting rid of grease, is unique to Pril," says Virk.

She says Chef Kapoor was the obvious choice of a brand ambassador for the brand. "It makes the `effective cleaning' proposition of the brand sound more credible as it comes from a person who is the ultimate in Indian cooking."

Pril, which is the market leader in the liquid dishwash segment, recently entered the bar segment. "The biggest slice of the dishwash cleaning segment lies in bars, therefore, we decided to foray into bars. Pril liquid already has a great imagery in the minds of the consumers and with this TVC, we are confident that Pril Bar will scale new heights," says Satish Kumar, Managing Director, Henkel Spic India Ltd.

Pril has a close to 6.5 per cent market share in the dishwash bar market, while Vim is the leader with an almost 50 per cent share.

The current campaign has also been launched in Kannada, Malayalam, Tamil and Telugu, and depending on its success the company plans to roll out a series of TVCs to talk about the brand's various aspects.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
HLL's new avatar

Copyright © 2004, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line