Robin Fabric Whitener Reintroduced with Nationwide #PehnoPhirseWhite Campaign

Robin has reintroduced its advanced Fabric Whitener, aiming to revive and brighten white clothes. This launch marks Robin's return to the bleach market after several decades, featuring a unique formula with superior viscosity compared to other whiteners. The product was unveiled through a nationwide, multi-lingual campaign by tgthr, under the hashtag #PehnoPhirseWhite, reinforcing Robin's mission to restore the brilliance of white fabrics in consumer wardrobes.

Maintaining the brightness and cleanliness of white clothes is a common challenge for consumers in India. White garments often lose their luster over time, leading people to avoid purchasing or wearing them. This campaign addresses this issue, aiming to revolutionize how consumers care for their white fabrics by restoring them to their original brilliance.

Saurabh Jain, Regional Marketing Director, Hygiene, Reckitt South Asia, commented on the launch: “At Reckitt, we continually innovate our product portfolio to provide the best solutions for consumers' everyday needs. We know that consumers often hesitate to wear or buy white clothes due to the difficulty in maintaining their brightness and cleanliness. With the launch of Robin Fabric Whitener, we aim to change this trend, offering a superior solution that simplifies the cleaning process, restores the radiant shine of white fabrics, and removes stains. We are committed to empowering our consumers to wear their whites with pride and confidence, redefining their laundry experience.”

To further promote the new product and campaign, Robin released a TV commercial featuring a woman confidently wearing white clothes daily, much to the surprise of those around her. The advertisement highlights the transformative power of Robin Fabric Whitener, showcasing its ability to keep white garments looking pristine and vibrant.

Aalap Desai, CCO and co-founder of tgthr, added, “In everyday life, whites are not typically the first choice in a person’s wardrobe because of the difficulty in keeping them bright. With #PehnoPhirseWhite, we want wearing white to become as routine as wearing any other color. The combination of our catchy tune and the confidence that the product instills will make this launch shine.”

The campaign aims to make wearing white an everyday norm, supported by the confidence provided by the new Robin Fabric Whitener.