Himalaya Enters the Home Care Segment with the Launch of its New Pure Homes Sanitizing Floor Cleaner
Bengaluru, 2022: Himalaya Wellness Company, one of India’s leading wellness brands, launches a new campaign introducing its new Pure Homes Sanitizing Floor Cleaner. To provide germ-free safe floors in every home, Himalaya has entered the home care segment with this new launch. The range of Pure Homes Sanitizing Floor Cleaners helps eliminate 99.99% of germs, keeping the floor safer for kids and pets.
Through the tagline, “Home Pure, Aap Sure”, the TVC encourages the audience to stop worrying about harsh chemical-based cleaners and opt for Himalaya Pure Homes, which is specially formulated with naturally-derived cleansing actives.
The commercial opens with a child and a dog sitting on a rug together watching the mother. The mother is seen constantly checking up on them and worrying while the house help mops the floor. The child and the dog are then seen wondering what the solution to their mother’s worry could be. Himalaya’s new Sanitizing Floor Cleaner is then shown as the perfect solution that keeps floors clean and safe, naturally.
Commenting on the campaign, Sarfraz Rumane, General Manager-Marketing, Himalaya Wellness Company, says, “We have seen a considerable shift in consumer behavior towards personal and home hygiene since the pandemic began. However, in a quest for quick and effective solutions, there is a tendency to choose products that have harsh chemicals. Himalaya Pure Homes Sanitizing Floor Cleaners provide consumers with a choice to look for a safe yet effective solution to protect themselves from germs. This is yet another milestone for us in spreading Happiness through Wellness in every Home.”
Romit Nair, ECD and Creative Head, FCB Ulka, shares, “The idea of this communication was to free the parent. Free them from constantly monitoring and worrying about their kids and pets on the floor at home. The insight was that parents are busy with their day-to-day work, but when it comes to their kids and pets, they are constantly distracted. We saw an opportunity here to tell mothers that there is a solution to their concern. Since our floor cleaner is a safe and effective way of killing germs, they don’t have to worry anymore about hygiene. The story has been told from the child’s and dog’s point of view to create a bit of disruption. We believe that our communication will resonate well with parents and hopefully put their mind at ease, at least when it comes to hygiene.”
M Damodaran, Sr. Vice President & Head of FCB Ulka Office, says, “Everyone knows that harsh chemicals are bad for us, but when it comes to home care, we still haven’t realized how harmful cleaning chemicals can be for our loved ones. Himalaya now brings a safer alternative, which is just as effective, in the form of Himalaya Pure Homes Sanitizing Floor Cleaner. With a legacy of 90 years in providing natural solutions, Himalaya is the perfect brand to fill this huge need and provide an alternative to Indian households. Now, a home can be pure the way it should be, and moms are tension free from germs as well as the ill effects of chemicals.”
