<p> Henko Stain Champion aims to change your perception on</p><p> cleaning with ‘Safayi ka Nazariya Badlo’</p><p>Chennai, May 25th, 2010: In line with its worldwide endeavour of innovating with brands and technologies to make people’s lives easier, better and more beautiful, Henkel India Limited today announced the launch of Henko Stain Champion’s new marketing campaign ‘Safayi ka Nazariya badlo’ ( change your perception on cleaning ) & also introduce Henko’s new brand ambassador Irrfan Khan. </p><p>The campaign aims at creating a paradigm shift in the way consumers perceive detergents by creating awareness that clothes which look clean, in reality may not be clean and can carry germs. Henko Stain Champion takes care of this problem as its unique formulation contains oxygen power and antibacterial neem which kills 10 times more germs than ordinary detergents, resulting in perfect cleanliness for your laundry and therefore convincing consumers to change their perceptions on cleaning clothes. </p><p>Helping spread the message of ‘Safayi ka Nazariya Badlo’, the brand has engaged the famous actor Irrfan Khan. The actor would be seen in a series of ads as a part of the new campaign where he approaches shoppers in super markets across the country and convinces them to change their perception on cleaning as new Henko not only cleans but also removes germs. Henko Stain champion operates in the fiercely competitive detergent powder category with low product differentiation – Henko plans to break the clutter by offering germ kill as a new and relevant benefit to consumers and stand for perfect cleanliness and hygiene. </p><p>Announcing the launch of the new campaign, Mr. Jayant Singh, Managing Director, Henkel India Limited, said, “At Henkel, we believe in understanding our consumers better and developing innovative products to meet their needs. The threat of new diseases and infections is on the rise and hygiene is becoming a big concern. Henko Stain Champion with antibacterial neem not only ensures superior cleaning performance but also kills germs 10 times more than ordinary detergent. The objective of the campaign ‘Safai ka Nazariya badlo’ is to communicate this benefit by creating dissonance in the minds of consumers that “what looks clean might not be germ free”.</p><p>“ We are extremely happy to have Mr. Irrfan Khan on board for this campaign. Our message ‘Safayi ka Nazariya badlo’ is about looking at cleaning in a new way. We believe Irfan’s style of communication is completely in line with the new & unique perspective on cleaning that Henko Stain Champion is bringing to its consumers.” commented Mr. Jayant Singh</p><p>Irrfan Khan said “I am happy to be associated with a brand like Henko; the brand promise really interested me and I felt the message was very relevant in these times when protection against germs and infections is a key priority. The way the concept has been communicated in terms of nazariya badlo is thought provoking and I feel it does justice to the brand and its message “.</p>