Nirma Advanced- Rebranding of A Classic Detergent

Remember seeing this little girl in lovely frilly white dress twirling to the tune of catchy jingle in a television commercial years ago?? 

Well! I bet, no one would need much of the head scratching to identify the popular Nirma Girl that was an endearing image for “Washing Powder Nirma, Sabki Pasand Nirma".

I've personally witnessed my mom switching from her usual laundry soaps to detergent powder with the advent of Nirma detergent several decades ago and also remember her going gaga over the effective laundry capabilities of the product when kids in the family always entered home with stains of all kinds on their clothes. She would gratefully thank the brand Nirma for presenting a low-cost, no-frills alternative to expensive prevailing detergents aimed to lure high-class society. Feeling really nostalgic over moments of singing peppy jingle of Nirma that was much more in vogue than any movie song of the era.

This time around, while Nirma is back in the reckoning with its Advance variant, the roles of Hema-Rekha-Jaya-Sushma have changed. The brand drops the concept of presenting females/housewives doing the everyday laundry and gets innovative placing the dancing sensation of the nation, Hrithik Roshan for the new spot.

It's really great fun watching the brand new, dynamic Nirma Advance TVC that shows a young kid challenging Hritik to a dance face off  to get his hands on the washing powder lying on washroom rack to clean the stubborn stains off his shirt during a party. The TVC introduces Nirma’s newest product offering in the luxury detergent space in a grand style and appeals all sections of the society.

Though the new packaging has got some cosmetic changes to make it more relevant and refreshing, I'm glad that Nirma Girl lives on the pack design keeping the emotional connect intact. :) The tagline ‘Naye Zamane Ke Ziddi Daagon Ke Liye’ also makes sense because a detergent is an ideal product when it not only shrugs off stubborn stains from clothes that come as part and parcel of modern day living, but also intensifies the brightness and whiteness of clothes. Time and again, Nirma Washing Powder has proven beautifully that it can stand true to tall expectations of Indian laundry requirements. I can foresee the brand to emerge from the sea of detergent brands as a winner and take significant place in our homes once again.