Take care of the things you love with Colin

Colin, the glass cleaning brand from Reckitt Benckiser, has launched a campaign ‘Let Your Love Shine On’, reemphasising its positioning as a household cleaning brand while putting the spotlight on how important it is to take care of the things you love.

With this new campaign, Colin is looking to break the myth of being just a glass-cleaning brand and highlighting its use as a versatile multi surface specialist household cleaner.

Through a series of new TVCs, the brand portrays every member of the house contributing to keeping the house and the things they love clean by creating a cleaning ritual around things that are special and hold a sentimental value. This portrayal of an emotional bond through cleaning lies in the underlying message — ‘Chamakta rahe aapka pyaar / Let your love Shine On’!

Sukhleen Aneja

Sukhleen Aneja, CMO and Marketing Director, Hygiene Home, RB South Asia, said, “Colin is a specialist household cleaning brand where we saw an opportunity for increasing usage by showcasing its product versatility across multiple surfaces like usage on cars, refrigerator, microwave, etc. We recognised that things we value most at home are more than things and represent ‘feelings’. They are repositories of memories and love. And that’s why they deserve that special care that Colin provides — so what you love keeps shining on.”

This campaign is conceived and created by McCann. Commenting on the campaign, Abhishek Chaswal, Executive Creative Director, McCann Delhi, said, “It was necessary to ramp up the emotional investment involved, for which we found a truth – things that we own aren’t just ‘things’, they are ‘feelings’ that deserve the Colin Care.”

The TVCs:

Credits:

Client: Colin, Reckitt Benckiser

CMO and Marketing Director, Hygiene Home, RB South Asia: Sukhleen Aneja

Agency: McCann

Executive Creative Director, McCann Delhi: Abhishek Chaswal

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