MUMBAI: Procter & Gamble (P&G), has launched Ariel in a choice of two exciting fragrances – Ariel Spring Clean with a floral fragrance and Ariel Fresh Clean with a refreshing fragrance.
This launch is in keeping with Ariel's legacy of being the innovation leader in detergents – from being the first 'compact' detergent to be launched in India that allowed consumers to use less powder per wash; to the enzyme technology for safe stain-removing power; followed by the revolutionary 'smart eyes' technology to detect and remove stains; and now, the unbeatable combination of 'superior cleaning' and 'a choice of fragrances' with the launch of the two new variants.
Research conducted by Ariel on the Indian laundry market indicates that 'fragrance' in detergents is an important factor of delight for the home-maker in her daily laundry chore.
Commenting on the launch of Ariel in two fragrances, Procter & Gamble associate director marketing Rahul Malhotra said, "While intuitively we knew that fragrance is a strong delight factor, our conviction grew stronger when a consumer study on laundry habits indicated that almost eight out of every 10 consumers expressed a desire for fragrance in their detergent to break the monotony of the laundry chore. More so, a winning combination of 'superior stain-removal' and 'pleasant fragrance' was unmet by current detergent powders in the market. Therefore, in keeping with Ariel's legacy of leading innovation, we have developed and launched Ariel in a choice of fragrances Spring Clean and Fresh Clean to delight Indian homemakers."
Commenting on the launch, veteran actor Sharmila Tagore said, "I have always believed it best to give children the freedom to be their playful and creative selves, and rely on a good quality detergent to take care of the stains on their clothes. I first encountered Ariel in England even before it was launched in India, and have been using it through the growing years of Saif, Saba and Soha. I am delighted that in addition to giving us impeccably clean clothes, the trusted Ariel is now available in a choice of two fragrances."
Emphasising the importance of fragrance in one's overall wellness, world-renowned and India's No.1 Aroma-therapist, Dr Blossom Kochhar said, "I think it's truly breakthrough and thoughtful for a detergent to provide aroma-therapy to India's millions of home makers at no extra cost!! Fragrances do play an essential role in one's life as they touch your senses; rejuvenate you and boost your confidence. I tried both Ariel Spring Clean and Ariel Fresh Clean on our clothes – while Ariel Spring Clean can rejuvenate the mood with its floral fragrance, Ariel Fresh Clean relaxes with its fresh natural scent."
Over the years, Ariel has enjoyed endorsement from celebrities such as actress and social worker Shabana Azmi, TV's most popular 'saas-bahu' duo Smriti Iraani and Apara Mehta, and millions of homemakers in India.
Ariel Spring Clean and Fresh Clean is available at all leading general and chemist stores at a price of Rs 145 for 1.5 kg; Rs 99 for 1 kg; Rs 50 for 500 gm; Rs 22 for 200 gm and Rs 2 for a 20 gm sachet.
