Delhi: Xpert – a dishwash with a unique Aquashine formula has always worked towards making the life of homemaker better and making utensil cleaning less cumbersome.
To take this philosophy forward, Xpert dishwash has launched the ‘Use One Less’ campaign – targeted towards the homemakers’ families. It stems from the common insight that Indian families use more utensils than required for their daily needs. Family members usually use a fresh glass every time they need to drink water, or use one too many bowls and cutlery while eating food. And who washes all these utensils at the end of the day? The homemaker.
Conceptualised by ADK Fortune, the ‘Use One Less’ campaign urges family members to be more sensitive to the homemaker’s troubles and to literally use one utensil less for their daily needs like eating food, drinking water or having tea and snacks. A simple act of using one utensil less decreases the load of the homemaker and gives her more time with herself or with her family.
“While Xpert Dishwash already enjoys a strong market position, it’s also important to continue investing in enhancing goodwill for brands beyond their conventional product claims. Towards this, I am sure our new communication being released in digital and mainline, will further build Xpert’s affinity as a bold, experimental and endearing brand.” said, Sanjay Tandon, Consumer Marketing Lead, RSPL.
“Insights come from watching life closely. When I saw utensils being used carelessly at my home, I knew we were sitting on a problem that needs to be addressed. We don’t even realize it when we add one more utensil to the sink… but it is hard work for the woman. We need to change this behaviour. By using one less. So, the woman get one more minute for herself.”, added Tamanna Virmani, AVP and Sr. CD, ADK Fortune.
Xpert dishwash extends a selfless helping hand to homemakers across the country. While a dishwash would not benefit by asking people to do something which would decrease the usage of their product, Xpert dishwash takes an unselfish stand against excess utensil usage. This takes their philosophy of improving the homemaker’s life forward and rest assured, whatever utensils DO get dirty can be washed in a jiffy with their chutki mein chakachak Aquashine formula.
The campaign comprises a film which is supported by digital banners and other collaterals to give the campaign reach and recognition. Xpert hopes to change the behaviour of families all across India with this campaign and make the homemaker’s life easier.
Consumer Marketing Head: Sanjay Tondon
Brand & Marketing Team: Mohanish Purwar, Rahul Kumar
ADK Fortune Team
Managing Partner: Subroto Pradhan
Sr. V. P. & ECD: Akashneel Dasgupta
AVP & Sr. C.D.: Tamanna Virmani
Account Management: Deepika Seth, Neha Shastri
Chrome Pictures Productions Team
Director: Vijay Veermal
Producer: Roopali Singhal
About Rohit Surfactants Private Limited (RSPL)