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.

Latest Reads
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns
Interactive Television's Buzz Index to help advertisers make smart investment in movies

Interactive Television, a unit of WPP, has launched ‘Buzz index’- a revolutionary buzz measuring tool for helping advertisers to make informed decisions for cinema advertising.

MAM Media and Advertising Media Agencies
India's AdEx revised to Rs 62,483 cr. by EEMA; includes 'experiential' with 13.6 per cent share

MUMBAI: ‘Experiential Marketing’ or the concept of creating a bond between the consumer and the brand beyond ‘buying and selling’ by immersing them in an experience, is an underrated and underrepresented form of marketing, several marketers guiltily admit.

MAM Marketing MAM
WATConsult asks 'WAT's your Big Idea?'

WATConsult has launched of one of its kind ideation competition for colleges across the country - WAT’s your Big Idea (#WYBI).

MAM Media and Advertising Digital Agencies
iProspect campaign features Olympians

iProspect, the global business performance agency, has launched a new global brand campaign “It’s Who We Are” featuring six members of its staff. The agency held a search for the ‘faces of iProspect’ across its network of 84 offices across 52 countries. The campaign showcases how the talents and...

MAM Media and Advertising Digital Agencies
'Baahubali' forays into licensing with 'Black White Orange'; targets Rs 25 cr in retail sales

The brand is targeting 20-25 crore of retail sales alone from their merchandising & licensing revenue

MAM Media and Advertising Media Agencies
Google renovates AdSense UI for publishers with Material Design

Google's ad management platform for publishers, AdSense is to get a Material Design make-over much like their consumer-facing products like Google Maps, the tech giant recently announced.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories