Mumbai: Finish, part of Reckitt, has announced Ayushmann Khurrana as its brand ambassador, alongside the launch of a new campaign centred on “The Right Way to Dishwash.”
The campaign highlights the performance of Finish Ultimate Plus tablets when used with Bosch dishwashers, aiming to address common misconceptions around dishwasher efficiency in Indian kitchens—particularly the need for pre-rinsing.
Featuring Ayushmann Khurrana in a relatable and engaging narrative, the campaign film showcases a challenge where the actor tests whether the Finish and Bosch combination can tackle tough cooking stains. Upon successfully cleaning stubborn residues, he goes on to demonstrate the product’s effectiveness across residential societies, reinforcing the convenience of automatic dishwashing.
Indian cooking, known for its rich flavours, often leaves behind heavy grease and burnt-on stains, leading many consumers to doubt dishwasher capabilities. This perception has contributed to the widespread habit of pre-rinsing, which the brand aims to change through this campaign.
Finish Ultimate Plus tablets are designed with three Power Chambers to address burnt-on stains, grease, and shine, working effectively without pre-rinsing. When paired with Bosch’s high-temperature wash cycles, the solution is positioned as both efficient and convenient for modern households.
Speaking about the campaign, Ayushmann Khurrana said, “I only recently discovered that there’s no need to pre-rinse dishes before putting them in the dishwasher. Do you wash your clothes before sending them for dry cleaning? No, right? That analogy just blew my mind. I wasn’t aware of the effectiveness of the Finish + Bosch combination until I experienced it during the making of this campaign. It’s been great partnering with Finish to show how something as simple as the right dishwasher tablet can make everyday kitchen clean-up so much easier.”
Gautam Rishi, Marketing Director, Hygiene, Reckitt – South Asia, added, “Indian cooking often leaves behind tough stains, which has led many to doubt whether dishwashers can meet the needs of our kitchens. But consumer habits are changing, and people are seeking smarter, more convenient solutions. As India’s leading automatic dishwashing detergent brand, Finish delivers powerful, reliable cleaning that fits seamlessly into modern lifestyles without the need for pre-rinsing. We are excited to have Ayushmann Khurrana onboard as the brand ambassador for Finish, and through our partnership with Bosch, we bring a powerful and dependable solution for Indian consumers.”
Nitin Pradhan, Group Executive Creative Director, Creative Head – Delhi; Leo Burnett further added, “Finish Ultimate Plus, is one of the most advanced dishwashing innovations for Indian households. With Ayushmann Khurrana on board, we’ve added an interesting tonality and a common-man connect to the campaign, ensuring that everyone who has a dishwasher or a bias against it sits up and takes notice.”
