Finish, Reckitt’s auto-dishwashing detergent brand, announces Bollywood star Ayushmann Khurrana as its brand ambassador, launching a new campaign built around the idea of ‘The Right Way to Dishwash’.
Through its new campaign, Finish showcases the cleaning performance of Finish Ultimate Plus tablets with Bosch dishwashers on tough cooking stains, while addressing misconceptions among dormant dishwasher users and uninitiated audiences sitting on the fence due to existing certain pre-dispositions around the effectiveness of dishwashers.
Finish’s new campaign featuring Khurrana brings relatability to the category, while highlighting the combination of Finish Ultimate Plus dishwasher tablets and Bosch dishwashers that can tackle tough cooking stains without the need for pre-rinsing.
In the film, Khurrana accepts a challenge – if Finish tablets and a Bosch dishwasher can clean tough cooking stains, he will become Finish’s brand ambassador and promote the product; if they don’t, he gets a cheque.
When the combination successfully cleans the toughest stains, Khurrana loses the challenge and sets out to residential societies to demonstrate how the Finish and Bosch combination can tackle stubborn cooking stains.
Indian cooking is known for its rich flavors, but also for the stubborn stains it leaves behind, from burnt-on residues to heavy grease. This has led many consumers to believe that dishwashers may not be powerful enough for Indian kitchens, prompting them to pre-rinse utensils before loading them into the machine and making the process seem more time-consuming and less convenient.
Addressing this concern, Finish Ultimate Plus tablets deliver cleaning through three Power Chambers, designed to tackle burnt-on stains, remove greasy residues and leave utensils with a shine. Designed to work effectively without pre-rinsing, Finish complements Bosch’s 70-degree hot water wash, helping tackle stubborn cooking residues and making automatic dishwashing effective and convenient for Indian households.
Ayushmann Khurrana, Brand Ambassador, Finish said, “I only recently discovered that there’s no need to pre-rinse dishes before putting them in the dishwasher. Do you wash your clothes before sending them for dry cleaning? No, right? That analogy just blew my mind.
“I wasn’t aware of the effectiveness of the Finish + Bosch combination until I experienced it during the making of this campaign. It’s been great partnering with Finish to show how something as simple as the right dishwasher tablet can make everyday kitchen clean-up so much easier,” Khurrana said.
Gautam Rishi, Marketing Director, Hygiene, Reckitt – South Asia said, “Indian cooking often leaves behind tough stains, which has led many to doubt whether dishwashers can meet the needs of our kitchens. But consumer habits are changing, and people are seeking smarter, more convenient solutions.
“As the automatic dishwashing detergent brand, Finish delivers powerful, reliable cleaning that fits seamlessly into modern lifestyles without the need for pre-rinsing. We are excited to have Ayushmann Khurrana onboard as the brand ambassador for Finish, and through our partnership with Bosch, we bring a powerful and dependable solution for Indian consumers,” Rishi added.
Nitin Pradhan, Group Executive Creative Director, Creative Head – Delhi, Leo Burnett said, “Finish Ultimate Plus, is one of the most advanced dishwashing innovations for Indian households. With Ayushmann Khurrana on board, we’ve added an interesting tonality and a common-man connect to the campaign, ensuring that everyone who has a dishwasher or a bias against it sits up and takes notice.”
With this campaign, Finish aims to encourage consumers to embrace the right way to dishwash, trusting their dishwashers to tackle tough stains without pre-rinsing and making the shift from traditional handwashing to smarter, more efficient automatic dishwashing solutions.
