Domex initiates an ambush campaign against Harpic


Domex, the home cleaning/disinfection brand from HUL launched an ambush campaign against Harpic, for their new product Domex Fresh Guard Disinfectant Toilet Cleaner.

Domex recently launched Domex Fresh Guard Disinfectant Toilet Cleaner. In their new campaign, Domex aims to challenge the generic consumer mentality skewed towards toilet cleaners that do not serve the purposes of long-lasting freshness and effective disinfection on toilet surfaces.

Featuring television actors Divyanka Tripathi (Hindi version) and Revathy (Tamil version), the spot opens in a supermarket scenario where a consumer is forced to reconsider her toilet cleaner purchase when her son questions her choice of product. The premise questions Harpic as a toilet cleaner brand and if it helps in containing malodor and disinfects the toilet over a longer period of time.

Commenting on the category and the campaign, Prabha Narasimhan, Executive Director & VP – Home Care (South Asia), Hindustan Unilever Ltd said, “ For over two decades now, Domex has been a trusted brand committed to providing superior hygiene and clinical disinfection solutions to consumers across the country. The latest communication is in line with our goal to give consumers the evidence to help make informed decisions determined by scientific insight and technology. Our extensive studies, research, and data-backed certifications underpin the superior science-first formula of the offering. Battling the second wave of the pandemic, we are all well aware that hygiene, safety, and disinfection are three facets that will dominate our collective consciousness and as a brand, we have been consistently innovating to address, upgrade and deliver on these core parameters being sought by consumers in their everyday lives.”



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