Reckitt’s Robin has reintroduced its Fabric Whitener, a product designed to revive white clothes. This launch coincides with a nationwide multi-lingual campaign, conceptualized by thhtr. With the “Pheno Phir Se White” Campaign, Robin reaffirms its mission to bring back whites to consumer wardrobes.

Expressing excitement about the campaign launch, Saurabh Jain, Regional Marketing Director- Hygiene, Reckitt South Asia, remarked, At Reckitt, we are consistently working towards innovating our product portfolio to provide consumers with 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.”

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Commenting on the campaign launch, Aalap Desai, CCO and Co-Founder of tgthr, added, “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 “Pehno Phirse White”, we want the act of wearing white every day 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.”