Vanish: Trust pink, Forget Stains

Brand: Vanish Stain Remover
Company: R&B
Marketing Agency:EMC Solutions worldwide

The detergent market in India is a mighty 12000 crore market lead by HUL with a market share of 34.6%, and P&G with 16-17%. And then, there are some regional brands which are giving a tough competition to these global brands. Brands like Ghadi and Nirma are taking the share from these large global players in certain areas.

In this highly competitive market, R&B had launched Vanish in 2005, but hasnt quite performed as well as the brand has in other countries (Vanish is a market leader in 75% of the 57 countries it sells in.) And unlike other detergents which are used for general cleansing of clothes, Vanish was launched with a clear brand positioning of removing stains without fading colored clothes.

Now, the brand is back to advertising in the Indian market, and not only is it a comeback for the brand but to feature in its advertisements, it has signed the yester years actress, ravishing beauty, Sridevi.Am glad that the brand is sticking to its positioning of being a stain remover, its pink color and emphasizing on its "Active Oxygen" properties. In addition to this its marketing the brand as a new improved brand with a "new improved formula" which is capable enough of removing stains in the very first go. The core messages have been communicated well with simple usage of terms like "First Time" and "Tough daag"(Tough Stain).

As far as Sridevi is concerned, her looks and personality definitely relate to the "Pink" image that the brand has been relentlessly trying to establish in the consumer's mind as a differentiation.

Hoping that this combo will this time manage to create some ripples and increase the market of the stain remover.