Vanish launches new campaign to #VanishTheDifference in children’s uniforms, aims to ‘Make Uniforms, Uniform Again’
Aims to ensure that a dull uniform never becomes a reason for loss of opportunity for any child
Chennai: Vanish, a leading fabric stain removal brand and premium laundry additive, has launched #VanishTheDifference campaign for its new fabric whitener, Vanish Crystal White. With the mission to ‘Make Uniforms, Uniform Again’, the campaign aims to showcase that variations in uniform brightness should not become the reason for children to lose out on any opportunity.
School uniforms were intended to ensure equal treatment for all students, fostering a sense of equality regardless of their background. Many schools have at least one of the uniforms in white, which often lose their brightness after few washes. This often goes unnoticed by parents and may seem insignificant; however, a dull uniform can significantly impact a child who might miss out on opportunities due to differences in uniform appearance compared to their peers. With this campaign, Vanish focuses on spreading the message that uniforms should never become a reason for loss of opportunity for any child, by making uniforms, uniform again.
Saurabh Jain, Regional Marketing Director, Hygiene, Reckitt – South Asia said, “Vanish, with its revolutionary formulation, consistently aims to provide consumers with solutions to their garment woes, ensuring their clothes last longer, look brighter and stay whiter. ‘Vanish the Difference’ is our effort to ensure every child has an equal opportunity to thrive, free from the constraints of their uniform’s appearance. We urge you join us to make uniforms, uniform again and creating a more inclusive future for all students.”
Conceptualised by Havas Worldwide India, the campaign comprises of an ad film emphasizing the true essence of uniforms: Ensuring equal opportunity to all, regardless of their background. The film portrays a child being displaced from the front of the line during a school function due to his faded uniform. As a consequence of this disparity, the child misses the opportunity to meet his idol, leaving him disheartened.
Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India, said, “As we grew up, we all had limited sets of uniforms for school. Our parents did whatever they could to make the uniforms stay white. But at school, we did see certain children being reprimanded for the condition of their uniforms, particularly if they lost their whiteness. It’s ironic because uniforms were created so that everyone is treated equally, regardless of the background. Unfortunately, the same uniform is the reason for disparity now.”
Recognising this contradiction, we saw an opportunity to instigate positive change with Vanish. Our goal is to ensure every uniform is the same shade of white, effectively ‘Vanishing the difference’ and making uniforms, uniform again. Vanish is available in both powders and liquids and across different sizes ranging from 30g/180ml to 400g/800ml at a price range starting from INR 15. It is available across the country in modern trade stores, e-commerce sites and local kirana stores.
Link to the TVC: https://www.youtube.com/watch?v=VEj4qFtx1d4
Agency Credits:
Anupama Ramaswamy, Chief Creative Officer
Anirban Mozumdar, Chief Strategy Officer
Kundan Joshee, Managing Partner
Avinash Chandra, Vice President
Annie Joshi, Associate Account Director
Kokila Srivastava, Copy Supervisor
Anuraag Srivastava, Vice President – Strategic Planning
Aatur Sharma, Films Consultant
About Reckitt:
Reckitt* exists to protect, heal and nurture in the relentless pursuit of a cleaner, healthier world. We believe that access to the highest-quality hygiene, wellness and nourishment is a right, not a privilege. Reckitt is the company behind some of the world’s most recognisable and trusted consumer brands in hygiene, health and nutrition, including Air Wick, Calgon, Cillit Bang, Clearasil, Dettol, Durex, Enfamil, Finish, Gaviscon, Harpic, Lysol, Mortein, Mucinex, Nurofen, Nutramigen, Strepsils, Vanish, Veet, Woolite and more. Every day, more than 30 million Reckitt products are bought globally. We always put consumers and people first, seek out new opportunities, strive for excellence in all that we do and build shared success with all our partners. We aim to do the right thing, always. We are a diverse global team of 40,000 colleagues. We draw on our collective energy to meet our ambitions of purpose-led brands, a healthier planet and a fairer society. Find out more, or get in touch with us at www.reckitt.com
- Reckitt is the trading name of the Reckitt Benckiser group of companies
For further information, please contact:
Kanika Bedi, Lead – Corporate Communications, Reckitt India | Kanika.Bedi@reckitt.com
Kashika Gulati, Avian WE | kashika@avianwe.com | +91 9899348789