Robin has announced its return to the bleach segment with the launch of Robin Fabric Whitener, which features superior viscosity compared to other fabric whiteners. The product is being promoted through a nationwide multi-lingual campaign, #PehnoPhirseWhite, as Robin aims to bring back white garments to consumer wardrobes.
Saurabh Jain, Regional Marketing Director, Hygiene, Reckitt South Asia, stated, “At Reckitt, we are focused on innovating our product portfolio to meet everyday consumer needs. Many consumers hesitate to wear or purchase white clothes due to the challenge of maintaining their brightness and cleanliness. With Robin Fabric Whitener, we offer a solution that simplifies cleaning and restores the radiant shine of white fabrics while removing stains, empowering consumers to wear white with pride and confidence.”
Aalap Desai, CCO & Co-Founder of together, added, “In everyday life, whites often fall down the list of wardrobe choices due to the difficulty in keeping them clean. With #PehnoPhirseWhite, we want wearing white to be as common as any other color. The combination of our catchy tune and the confidence instilled by the product will make this launch stand out.”