Mumbai: Ambi Pur has kickstarted the insight-driven ‘Naak KholKe Dekho’ challenge inviting consumers to #CleanUpWithAmbiPur, as they have been compelled to manage most of their household chores themselves while spending more time at home over the past few months. This campaign establishes the importance of odour-clear air.
We know that almost 85% of our homes are made up of air, yet most people believe that the home is clean once chores like mopping, sweeping and dusting have been marked off a checklist. The Indian consumer is very cognizant about health and hygiene, leaving no stone unturned in the cleaning process. However, there is little done to clean the biggest part of our homes – the air! A perfectly clean home can still be unhealthy, because of malodour particles in the air.
Consumers often get used to the malodours around them and tend to become ‘Nose Blind’, building on this insight AmbiPur is urging the Indian consumer to not just see with their eyes, but to see with their nose. Ambi Pur with Odour Clear Technology doesn’t mask odours, but removes them, leaving behind clean air and fresh fragrances.
Television’s leading ladies Anita Hassanandani and Krystle D’souza participated in the challenge and captured personable tension points. Anita shared her experience of converting the home office to a fitness studio and vice versa daily that has been causing sweaty and stuffy odours; while Krystle discussed leaving the living room cluttered with windows and curtains closed during busy shoot days causing stuffy and musty odours. The line-up also includes popular youth bloggers, who believe in doing things themselves at home!
Most people have a designated room or corner of their homes, where they’ve been spending more time – exercising, working, lounging and resting, and when seen with the naked eye these spaces seem spotless. With this campaign, AmbiPur informs consumers that along with dusting, decluttering and disinfecting their home spaces, the air that they breathe also needs to be cleaned as the last and final step to their daily cleaning process!
AmbiPur’s OdourClear Technology eliminates odours from the air leaving behind a refreshing fragrance – making your home truly clean. Most people tend to become ‘nose blind’, as they eventually get used to the smells around them. This challenge is an extension of AmbiPur’s ‘AankhKholKeNahin, NaakKholKeDekho’ campaign, which communicates the importance that space is truly clean when it smells good. Consumers have already joined the challenge!
Rohini Venkateswaran, Commercial Leader – Skin, Personal and Homecare at Procter & Gamble, said, “Ambi Pur has always been creating awareness about the need to clean odours from the air around us and not just masking the odours with fragrance. People get used to malodours in their home and hence, tend to be nose blind to the malodours. Today, with consumers spending a lot more time at home, the malodour problems are stronger, hence, the higher relevance of cleaning up the air. The clean-up challenge brings to life the brand’s message in a very interesting and relevant manner.”
The Naak KholKe Dekho challenge has received a formidable response so far and consumers have been asked to participate by cleaning their favourite space at home, completing the ritual with an Ambi Pur air freshener of choice. Three winning entries shall be chosen basis a ‘Before vs After’ image post that showcases a successful #CleanUpWithAmbiPur! Winners shall receive an Air Purifier, courtesy AmbiPur (T&Cs Apply*).
Reference Links
Anita Hassanandani:
https://www.instagram.com/p/CF40-YRgsSq/
Krystle Dsouza:
https://www.instagram.com/p/CF7BPNRHcMS/
Brand Film:
