Henkel's Mr White goes for a makeover

MUMBAI: Henkel India Limited has relaunched its Mr White detergent powder across the country with an enhanced formulation, a fresh new fragrance and in all-new pack. With the re-launch, the brand is expected to garner segment share of 15 per cent nationally in a span of three months.

The main objective is to provide real value to the consumer in the mid price segment with a differentiated product offering. The brand relaunch is the result of extensive and continuous research.


Extensive consumer research and understanding has gone before finalizing formulation of each of the mix elements. Significant investments have been made to develop the new mix. The brand now promises the “Power of 2- Lime + Blue”. Lime removes stains and provides a fresh and lingering fragrance, while blue gives enhanced brightness. This quality combination would simplify the washing process.



The packaging wears a completely new and innovative look. The new pack colors are aligned to the product concept of Lime and Blue with green and blue colors.



This re-launch is supported by an ad campaign developed by RK Swamy BBDO, which will be aired on leading television channels across the country. Rajesh Krishnan of Foot-candles Productions has directed the new ad campaign.

The new Mr White Powder is priced at Rs 39 for the one-kg pack, Rs 20 for the 500 gm pack and the sachets will be available at Re 1.

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