Wish Nahi, Vanish Karo  - Vanish

 Conceptualisation | Screenplay | Execution 

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Vanish, as a laundry additive, had been struggling to find its footing in the Indian market. The brand needed a positioning that audiences could strongly connect with, one that would make Vanish feel like an essential part of their laundry routine.

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With this campaign, I wanted to give Vanish more than just a functional role in laundry, but a cultural one. Because every time a stain hits a favourite outfit, there is always that silent hope that maybe, just maybe, it will come out.

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A wish whispered into every wash cycle.
But Vanish does not run on hope. It works.

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As a powerful additive, Vanish delivers the stain removal people have always wished for, without leaving it to chance. From stubborn coffee spills to playful paint marks, it takes on every stain with certainty. To anchor this shift from wishful thinking to stain-fighting confidence, I introduced a bold new line:
“Don’t wish. Just Vanish.”

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A statement designed not just for impact in the present, but as a long-term brand platform. What makes it powerful is its versatility, it works seamlessly across every Vanish variant and benefit. For instance, Vanish also keeps whites looking new, unlike bleach which causes damage and dullness over time.

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So you are not left hoping your clothes come out fine. You are sure.

Watch the communication created for white clothes here:

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