82.5 Communications Creates A New Campaign

RSPL has made its foray into bathing soaps by launching, 'Glori', its new Soap brand.  

Created by 82.5 Communications, the launch communication of Glori talks about a clear-cut product benefit, ‘Total Clean’, a message conveyed by Akshay Kumar, the brand ambassador for Glori. 

The actor is known for his honest and straightforward attitude and this is why his personality is the perfect match for the brand personality and the brand 'Total Clean' focus.   

The soap delivers on the need of the consumer while also providing them with a yardstick of measuring and feeling clean. And so, the communication to the audience is about the simple and honest truth the soap delivers. 

Chandana Agarwal, President, 82.5 Communications, North: “We at 82point5 are thrilled to partner RSPL. A company that is known for superior products made accessible to India at large. The bathing soap category in India is a cluttered space. This is our effort to break out of the clutter with a clean and honest proposition of Total Clean. Clean that you can see for yourself in more lather and easy rinse off and feel in the way you skin seems. We hope that this is the beginning of a mutually rewarding partnership.” 

Speaking about the launch, Rahul Gyanchandani, JMD, RSPL: “We have designed our product by keenly understanding the need of the consumer. The product makes no tall claims and squarely delivers on its promise of ‘Total Clean.’ We have simplified and demonstrated the product benefit through three key components of thorough cleaning - more lather, easy rinse off, and mael-free twacha. 

RSPL has always been sensitive to the consumer’s needs and have always offered products with unmatched quality."   

Preeta Mathur, Group Creative Director, 82.5 Communications: "By bringing on board Akshay who is known for his matter-of-fact style, Glori intends to speak the saaf baat, that here is a soap that does what a soap is supposed to do – give you the ultimate level of cleaning.’ For the heartland that loves its jingles we hope ‘Ek Do Teen, Glori Kare Total Clean’ does its magic.”