Bang…and the dirt is gone!

Company News

New Delhi, February 3

After fantastic success across Europe, America and South Africa, EASY OFF BANG is now available in India. EASY OFF BANG is a multipurpose surface cleaner, which removes tough stains like hard-water build up, rust stains and ground-in dirt which ordinary surface cleaners/detergents/or phenyls cannot remove despite rigorous amount of rubbing and scrubbing. That’s why within two years of its launch in Europe, it is now present in 71 countries across the globe. In Tamil Nadu, where it was launched in June 2005 (TN was the test market), it is already a huge success with 15% market share*. EASY OFF BANG is available nationwide at Rs 65 for 400ml in a handy squirt bottle with an easy-use nozzle. It’s suitable for removing stains across various surfaces like tiles & floors, washbasin, taps & showers, window grills & panes, steel utensils, plastics and ceramics.

Anne Engerant, Marketing Director, Reckitt Benckiser (India) Ltd said, “Until now there was no product available to clean “tough” stains like hard-water and rust in India. With the launch of EASY OFF BANG, consumers will be delighted as it is an answer to a real need they encounter daily in their lives.” She further added, “We have tested this product in homes across 7 states of India and it’s heartening to see how Indian consumers have reacted so favorably to it.”

Also commenting on the launch of Easy Off Bang, Mr. Chander Mohan Sethi, Chairman and Managing Director, Reckitt Benckiser India Ltd, said “Reckitt Benckiser is the market leader in surface cleaner category in India with excellent products like Harpic for toilet cleaning, Lizol for disinfected cleaning and Colin for glass cleaning. With the launch of EASY OFF BANG, we bring yet another unique and innovative solution to the Indian Consumer.”

To showcase EASY OFF BANG’s properties of working right before the eyes, it has been launched with “demonstration” led advertising. In the commercial of 45 second duration, the anchor shows the effect of the product on tough stains across various surfaces right before the eyes of the consumer. Thereby demonstrating its proposition of "BANG… And the Dirt is Gone"!

EASY OFF BANG was first launched in Europe in 2004 and within two years of launch, it has 21% market share in countries like Hungary. It is one of the fastest launched brands by Reckitt Benckiser and has made the company a global leader in Multi-Purpose Cleaners.

Press Contact:

Ms. Neeraja Sharma

Streak Vision

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