HUL’s flagship home cleaning and disinfection brand, Domex, has launched a brand campaign that takes on its competitor Harpic. The brand’s new communication looks to demonstrate how Domex is the most superior in its category.
The film aims to challenge consumer mentality skewed towards toilet cleaners that do not serve the purposes of long-lasting freshness and effective disinfection on toilet surfaces. The campaign features actors Divyanka Tripathi in the Hindi version and Revathy in the Tamil version. The spot opens in a supermarket where a consumer is forced to reconsider her toilet cleaner purchase when her son questions her choice of product.
Prabha Narasimhan, executive director and VP – Home Care (South Asia), HUL said, “For over two decades now, Domex has been a trusted brand committed to providing superior hygiene and clinical disinfection solutions to consumers across the country. The latest communication is in line with our goal to give consumers the evidence to help make informed decisions determined by scientific insight and technology. Our extensive studies, research and data-backed certifications underpin the superior science-first formula of the offering. Battling the second wave of the pandemic, we are all well aware that hygiene, safety and disinfection are three facets which will dominate our collective consciousness and as a brand we have been consistently innovating to address, upgrade and deliver on these core parameters being sought by consumers in their everyday lives.”