Finish, part of Reckitt, has appointed Ayushmann Khurrana as its brand ambassador, launching a new campaign titled ‘The Right Way to Dishwash’. The campaign aims to address consumer misconceptions around dishwasher usage while demonstrating the effectiveness of Finish Ultimate Plus tablets in combination with Bosch dishwashers.
Centred on educating both dormant dishwasher users and new audiences, the campaign highlights how tough Indian cooking stains can be cleaned without the need for pre-rinsing. It positions Finish as a solution that simplifies kitchen clean-up while aligning with evolving consumer preferences for convenience and efficiency.
The campaign film uses a challenge-led narrative featuring Khurrana to drive engagement and relatability. In the storyline, Khurrana agrees to test the effectiveness of Finish tablets and a Bosch dishwasher. If the products fail to clean tough cooking stains, he wins a ‘big fat cheque’ for doing nothing; if they succeed, he becomes the brand ambassador. The demonstration proves successful, leading Khurrana to take on the ambassadorial role and actively promote the product by visiting residential societies to showcase its capabilities.
The storytelling leverages humour and a ‘common-man’ perspective to make the category more accessible, while reinforcing the core message that pre-rinsing is unnecessary. This insight addresses a key barrier in dishwasher adoption in India, where consumers often perceive dishwashers as inadequate for handling heavy grease and burnt-on residues typical of Indian cooking.
The campaign also highlights product innovation, focusing on Finish Ultimate Plus tablets, which feature three Power Chambers designed to tackle burnt-on stains, remove grease and deliver shine. When paired with Bosch dishwashers’ 70-degree hot water wash, the combination is positioned as an effective and convenient alternative to manual dishwashing.
Ayushmann Khurrana said, “I only recently discovered that there’s no need to pre-rinse dishes before putting them in the dishwasher. Do you wash your clothes before sending them for dry cleaning? No, right? That analogy just blew my mind. I wasn’t aware of the effectiveness of the Finish + Bosch combination until I experienced it during the making of this campaign. It’s been great partnering with Finish to show how something as simple as the right dishwasher tablet can make everyday kitchen clean-up so much easier.”
Gautam Rishi, marketing director, hygiene, Reckitt – South Asia, added, “Indian cooking often leaves behind tough stains, which has led many to doubt whether dishwashers can meet the needs of our kitchens. But consumer habits are changing, and people are seeking smarter, more convenient solutions. As India’s leading automatic dishwashing detergent brand, Finish delivers powerful, reliable cleaning that fits seamlessly into modern lifestyles without the need for pre-rinsing. We are excited to have Ayushmann Khurrana onboard as the brand ambassador for Finish, and through our partnership with Bosch, we bring a powerful and dependable solution for Indian consumers.”
Nitin Pradhan, group executive creative director, creative head – Delhi at Leo Burnett, said, “Finish Ultimate Plus, is one of the most advanced dishwashing innovations for Indian households. With Ayushmann Khurrana on board, we've added an interesting tonality and a common-man connect to the campaign, ensuring that everyone who has a dishwasher or a bias against it sits up and takes notice.”
The campaign aims to drive behavioural change by encouraging consumers to trust dishwashers for tough cleaning tasks, reducing reliance on pre-rinsing and manual washing. Through a mix of demonstration-led storytelling and celebrity-led communication, Finish positions automatic dishwashing as a practical and efficient solution for modern Indian households.
