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Reckitt Benckiser’s clean up carnival at MT outlets

By Smita Sinha | June 17, 2019

FMCG MNC Reckitt Benckiser (RB) started the Safai Mela activation last year with 32 participating stores. This year it is going to be bigger with a special focus on regional markets beside metros.

Safai MelaSafai MelaAs part of building engagement with Modern Trade accounts, Reckitt Benckiser – HYHO (Hygiene Home) conducts an event name ‘Safai Mela’ every year in the month of June. Started in the year 2018 with 32 participating account’s stores, the idea of this activation is to create a cleaner world. With this initiative RB’s home cleaning brands like Harpic, Lizol, Colin and Vanish are taking the front stage in communication to the end consumer the importance of cleaning and hygiene.

The UK-headquartered consumer health and hygiene company’ s activation is getting bigger with a special focus on the regional markets, beside metros.

Harmeet Bhalla, Sales Director, Hygiene Home, RB India shares, “Safai Mela was a concept that we initiated in the year 2018. Safai MelaThis was primarily in line with our vision of creating a cleaner world, a purpose that we are striving to achieve. We have typically found that April-June is a leaner quarter and this initiation while driving the purpose of cleaner homes also helped push the category sales.”

He further added, “This was well received by our customers (trade partners) who saw an increase in walk-ins and increased ABV (Avg. Bill Value). This subsequently led to higher offtakes as the end consumer enjoyed the entire shopping experience. We have scaled this to 10x stores from last year across India.”

Read the full article in the June 2019 issue of Point-of-Purchase magazine

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