Robin Fabric Whitener Returns with Nationwide #PehnoPhirseWhite Campaign

Reckitt's Robin brand is bringing back bright whites to wardrobes with the launch of their all-new Robin Fabric Whitener. This innovative product promises to revive and restore the brilliance of white clothes, marking Robin's return to the bleach segment after decades.

The launch is accompanied by a nationwide multi-lingual campaign called #PehnoPhirseWhite (Once Again White) created by the advertising agency tgthr.

Maintaining the brightness and cleanliness of white clothes is a common challenge for consumers in India, leading many to avoid wearing white altogether. This campaign leverages this insight, 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: “At Reckitt, we continually innovate our product portfolio to provide the best solutions for everyday needs. We know consumers often hesitate to buy or wear white clothes due to maintenance challenges. With Robin Fabric Whitener, we aim to reverse this trend, offering a superior solution that simplifies cleaning and restores the radiant shine of white fabrics. We want our consumers to wear their whites with pride and confidence, redefining their laundry experience.”

To raise awareness about the new product and campaign, Robin launched a TV commercial featuring a woman confidently wearing white clothes daily, surprising those around her. The ad highlights the transformative power of Robin Fabric Whitener, demonstrating its ability to keep white clothes looking pristine and vibrant.

Aalap Desai, CCO & Co-Founder of tgthr, added:  “In everyday life, whites are not the first choice in a person’s wardrobe due to the difficulty of keeping them clean. With #PehnoPhirseWhite, we want wearing white every day to be as ordinary as any other color. The catchy tune and the confidence the product brings will make this launch shine.”