NEW DELHI: With most people sheltering in place for the past several months, they have been compelled to manage most of their household chores themselves. Acknowledging this fact, P&G’s air care brand Ambi Pur recently kicked off the Naak Khol Ke Dekho (Open your nose to see) challenge, inviting consumers to #CleanUpWithAmbiPur. This campaign establishes the importance of odour-free air. 

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 stale and musty smells. The line-up also includes popular youth bloggers, who believe in doing things themselves at home.

Procter & Gamble commercial leader - skin, personal and homecare Rohini Venkateswaran 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 the 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.”