RB re-launches Colin with added benefit of germ removal along with shine promise

RB (Reckitt Benckiser) has re-launched Colin, a glass and household cleaner brand, in an all-new avatar. The Colin brand has been re-launched by RB India keeping in mind the current requirements of the Indian consumer.

The new Colin not only delivers on its shine promise, but also provides its consumers with the added benefit of removing 99.9% germs from multiple surfaces at home. 

Hygiene and disinfection have become an essential part of consumers’ daily lives. An extensive consumer research found that “Does Colin Disinfect” was one of the most searched sentences on the brand. The research showed consumers were looking at a trusted brand like Colin to cater to their growing need for cleaning and germ removal.

Sukhleen Aneja

Sukhleen Aneja, CMO and Marketing Director, RB Hygiene, South Asia, said, “For decades, Colin has been a household name with unparalleled equity on maintaining shine across multiple surfaces. Our research found that consumers were looking for a superior multipurpose cleaning product that could also help keep surfaces germ-free. The new product has been launched keeping in mind the evolving needs of Indian consumers. Colin will now be able to provide its consumers with superior cleaning, sparkling shine and 99.9% removal of germs on multiple surfaces.”

“The all-new Colin is an innovation based on extensive consumer research and understanding their needs for germ protection. It has undergone multiple tests to ensure the product delivers on the amazing shine the brand is known for, but also ensures 99.9% germ removal across surfaces,” said Skand Saksena, Director, R&D, RB Hygiene, South Asia.

For decades, Colin has been synonymous with providing shine and has been differentiated by its blue colour trigger bottle. To provide easy access to its consumers, Colin in its new avatar will be available across all e-commerce platforms, modern and traditional trade outlets.

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