tgthr’s new film marks Reckitt’s Robin Fabric Whitener’s comeback after decades

Robin has launched their all-new Robin Fabric Whitener, a breakthrough product designed to revive whites in wardrobes. This new product marks Robin’s re-entry into the bleach segment after decades. Titled #PehnoPhirseWhite, the nationwide campaign was created via tgthr India.

Maintaining the brightness and cleanliness of white clothes is a common challenge consumers face in India. Additionally, white clothes often lose their lustre over time, so people avoid buying and wearing white. So, it is always surprising to find a person wearing white every day. This campaign used this insight to form a connection and launched a new product focused on revolutionising how consumers care for their white fabrics, restoring them to their original brilliance.

Saurabh Jain, Regional Marketing Director, Hygiene, Reckitt South Asia, said: “At Reckitt, we are consistently working towards innovating our product portfolio to provide consumers the best solutions for their everyday needs. We understand that consumers often hesitate to wear or buy white clothes due to the challenges of maintaining their brightness and cleanliness. With the launch of Robin Fabric Whitener, we are dedicated to reversing this trend, offering consumers a superior solution that not only simplifies the cleaning process but also restores the radiant shine of white fabrics and removes stains. We are committed to empowering our consumers to wear their whites with pride and confidence, redefining their laundry experience.”

To further create awareness on the new offering and campaign, Robin launched a TV commercial featuring a woman who confidently wears white clothes daily, surprising those around her. The ad highlights the transformative power of the Robin Fabric Whitener, showcasing its ability to keep white clothes looking pristine and vibrant.

“In everyday life, whites are not the first, second, third, or fourth choice in a person’s wardrobe. It’s something that’s just out of reach because of the trouble in keeping whites, white. With #PehnoPhirseWhite, we want the act of wearing white everyday not to be something out of the ordinary, just like any other colour. The combination of our catchy tune and the confidence that the product bestows is what will make this launch shine,” added Aalap Desai, CCO & Co-Founder, tgthr.

Credits
Agency & Production House: tgthr.
CCO & Co-Founder: Aalap Desai
CEO & Co-Founder: Rahul Vengalil
National Creative Director, Chief Innovation Officer & Founding Partner: Anadi Sah
Regional Creative Officer – North and South & Founding Partner: Vibhor Yadav
Regional Creative Officer – West, Head of Originals & Founding Partner: Pragati Rana
Sr. Creative Director, Head of Culture & Founding Partner: Anirudh Venugopal
Senior VP and Founding Partner: Rohit Varghese
Director: Vishal Sagar
Producer: Hitank Kedia
DOP: Kunal Hassanandani
Music: Hanif Sheikh
Line Producer: Umang Agarwal (Angel Sapna Movies LLP)
Art Director: Ritesh Jadhav
Casting: Shivam Gupta (Radha Krishna Entertainment)