Reckitt Benckiser launches Air Wick in India

Reckitt Benckiser, one of the leading FMCG companies, today, launched its global air freshener brand 'Air Wick' in India.

Reckitt Benckiser launches - Air Wick - leading Global air freshener brand in India
Promises consumers "Its Good to be Home"
Comes in 3 different formats (Electrical Diffusers, Aerosols and Freshmatic) and multiple premium fragrances Launches with an engaging Animated TV campaign

Hyderabad, 18th January, 2008: Reckitt Benckiser, one of the leading FMCG companies, today, launched its global air freshener brand 'Air Wick' in India. With this launch, Air Wick is set to revolutionize the Indian Air care market by providing consumers with modern air care solutions for their home fragrancing needs. Air Wick comes with a wide choice of premium fragrances in a variety of formats. With Air Wick, consumers can now ensure that their home always smells fresh and can truly say "It's good to be home".

Air Wick products launched in India come in three formats - Air Wick Electrical Diffuser, Air Wick Aerosol Spray and Air Wick Freshmatic Automatic Spray. This range is being launched in multiple premium fragrances, like 'English Rose', 'Peachy Jasmine', 'Lavender Fields' and more. Air Wick Electrical Diffuser is priced at an introductory offer of Rs.125/-. Aerosol sprays are priced at Rs.99/- while Air Wick Freshmatic Automatic Spray is priced at an introductory offer of Rs. 700/-.

Speaking on the launch, Mr Chander Mohan Sethi, Chairman and Managing Director, Reckitt Benckiser (India) Ltd said, "In India, the local air freshener market is still in its infancy with very low penetration. India is definitely ready to embrace a new range of air freshener products due to changing lifestyles which includes smaller congested homes, poor sunlight and ventilation, bad smells coming from outside, having to frequently dry clothes in the house due to lack of space and other such factors."

He further added, "The new range from Air Wick will be handy in particular to the house-proud homemaker who takes pride in housekeeping and for whom an odour-free, fragrant environment holds immense value. Air Wick will enable consumers to be confident that their home will always smell fresh and inviting."

Globally, Air Wick is a Rs.6000 crore brand. It is Reckitt Benckiser's biggest brand and the Number 1 selling aircare brand in Europe. Air Wick offers a wide range of formats to fit fragrancing needs in any room of the home. Air Wick believes that whether you're making a first impression at the front door or creating a pampering retreat in your bedroom, start with the air and you can personalize your atmosphere and create the mood you want with fragrances Air Wick Electrical Diffusers, deliver continuous fragrance and have the added benefit of essential oils that can relax, refresh or uplift your mood. So, unwind with the soothing fragrance of relaxing Lavender, feel uplifted with Florida Sunshine or get refreshed with Aqua Floral. Just plug it into a socket and experience 60 days of beautiful fragrancing and control of how your home smells!

Air Wick Aerosol Sprays have been specially formulated with 2 in 1 benefit of odour elimination and premium fragrancing. Available fragrances include Sparkling Citrus, Peony Rose, Mystic Sandal and Jasmine, Lavender Fields and Fresh Aqua.

The third format is Freshmatic Automatic Spray that delivers regular bursts of fragrance throughout the day for up to 2 months. It is battery operated and can be set to spray at interval of 9, 18 or 36 minutes. It is available in 2 fresh fragrances. So choose either the relaxing note of Lavender or a refreshing burst of Citrus.

Speaking about the importance of fragrances in daily life, Mrs. DJ Singh, an expert in housekeeping, said, "A well done up home is always a pleasure. We want our homes to be a reflection of ourselves and fragrances can play a very important role in that. Pleasant fragrances can improve mood and the sense of well-being. I feel that the homemakers today are very lucky as there are many products off-the-shelve to help them in fragrancing their personal space. In my days, we had to work very hard to get the same effect. Now it has become much more convenient and better with international quality products like Air Wick in the market for them to choose from."

Air Wick launched its new range with an engaging TV campaign featuring animated characters like Mrs. Octopus, Mrs. Raccoon and Mrs. Kangaroo. These TV spots are based on real life consumer insights about smells, communicated through testimonials by animated animal characters. These loving and caring animated animals generate great appeal and empathy for the brand, along with portraying the key benefits of Air Wick air freshener in an engaging manner. It will be for the first time that the Indian audience will be exposed to advertising of this genre. The TV campaign will run across national and regional channels starting mid January.

About Air Wick:

Air Wick was first launched in the USA in 1944. Air Wick products now come in a growing range of more than two hundred fragrances and a large number of formats. This Rs.6000 crore brand is the largest brand from Reckitt Benckiser's stable. Sold in over 70 countries, Air Wick is the number one air freshener brand in Europe.

For more information visit: www.airwick.com

For further information, please contact: Satya Pamula, Integral PR @ 2776 8854 / 772

Integral PR