Xpert makes its presence felt with ‘Use one less’ campaign

04 Aug,2017

By A Correspondent


Dishwash brand Xpert has launched the ‘Use One Less’ campaign that is targeted towards the homemakers’ families. It stems from the common insight that Indian families use more utensils than required for their daily needs. Conceptualised by ADK Fortune, the ‘Use One Less’ campaign urges family members to be more sensitive to the homemaker’s troubles and to literally use one utensil less for their daily needs like eating food, drinking water or having tea and snacks. A simple act of using one utensil less decreases the load of the homemaker and gives her more time with herself or with her family.


Said Sanjay Tandon, Consumer Marketing Lead, RSPL: “While Xpert Dishwash already enjoys a strong market position, it’s also important to continue investing in enhancing goodwill for brands beyond their conventional product claims. Towards this, I am sure our new communication being released in digital and mainline, will further build Xpert’s affinity as a bold, experimental and endearing brand.”


Added Tamanna Virmani, AVP and Senior CD, ADK Fortune: “Insights come from watching life closely. When I saw utensils being used carelessly at my home, I knew we were sitting on a problem that needs to be addressed. We don’t even realise it when we add one more utensil to the sink… but it is hard work for the woman. We need to change this behaviour. By using one less. So, the woman get one more minute for herself,”


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