Neha Dhupia Launches Mortein's First Global Premium Innovation ‘Mortein SMART’
by Shrutee K/DNS
Mumbai|February 12, 2020: Mortein, amongst the world’s leading pest control brands announced the launch of their latest
innovation ‘Mortein SMART’. The new plug-in machine comprising of a
‘Smart’ chip is 100% automatic and promises 100% continuous protection*. Launched
by leading actor and entrepreneur Neha Dhupia who is also a young working mom,
the product is targeted at busy mums like her who are seeking uncompromising
protection for their families.
In India, 3 out of 4
households do not use a repellent machine during the day leaving their
families vulnerable to day biting dengue causing mosquitoes like Aedes Aegypti.
In addition, independent consumer research conducted by Mortein indicated that
73% women may forget to change modes between high and low modes.New Mortein
‘SMART’ is the latest technological innovation designed by global research labs that
is 100% automatic with a pre-programmed chip which auto pulsates giving you 100%
continuous protection*from mosquitoes through the day. Through this launch, RB
India aims to bring in sophisticated tech-driven solutions that will strengthen its
foothold in the Rs. 2200 Cr liquid vaporiser segment in India. This automatic technology
resonated well with consumers who tested the product, wherein 9 out of 10
consumers showed inclination to switch from their current device post trial**.
Commenting on the launch, Sukhleen Aneja, CMO &Marketing Director, RB Hygiene HomeSouth
Asia said, “Mortein is
one of our Global power brands. We are happy to bring to India our most innovative
tech first SMART solution that can automate protectionand protect families
against mosquitoes that can cause life threatening diseases like dengue and
Malaria 24/7. It is Mortein’sglobal 1stinitiative designed keeping
Indian consumers in mind and combining the very best of global technology with
a SMART chip that automatically oscillates between high and low mode.”
At the
product launch, Actor & Entrepreneur
Neha Dhupia said, “Like all mothers, I am excessively protective about
my child. It is a constant struggle for me to keep my home protected. Like many
other smart solutions, we have adopted in our lives, I am happy to plug and
forget with Mortein SMART as its 100% automatic technology keeps my home
protected.This product is indeed a smart choicefor moms who lead busy lives and
might forget to switch modes or switch on their machines on time.”
Dr. Skand Saksena, Director R&D, RB
Hygiene Home, South Asia highlighted, “Our mosquito threat is evolving
and so should our technology. With Mortein SMART, we provide a pre-programmed superior
chip solution that tends to mirror mosquito activity cycle. The smart chip
technology makes it 100% automatic and provides 100% protection against dengue
and malaria while being efficient on the refill being used.” Globally, Mortein has
been at the forefront of introducing innovative and effective solutions to
consumers seeking protection against pest-borne diseases, for over a century. The
New Mortein SMART switches modes automatically, reflected through performance
beacon, wherein the red light stands for ‘Power’ mode and the blue light
represents ‘Normal’ mode.Mortein SMART will be availablewith the
machine and a 45ML refill in 1 pack for Rs. 149 and is currently available across
E-commerce platforms, traditional trade and modern trade
stores across the country.
*Based on 100% landing/biting inhibition against
dengue/malaria causing mosquitoes after 35 minutes of product exposure under
standard test conditions
^As per a July 2018 survey conducted by Ipsos Comcon India
** As per a July 2018 research conducted by Kantar
Link to view the TVC -
https://www.youtube.com/watch?v=opCsvxf4fiE
About Reckitt Benckiser: RB* is the global leading consumer health and
hygiene company. Driven by a purpose to build healthier lives and happier
homes, RB has operations in over 60 countries. From the foundations of wellness
and infant nutrition, to the fundamentals of a hygienic home, its global brands
help people live healthier & happier lives. RB has world leading
Powerbrands which include household names such as Dettol, Harpic, Lizol,
Woolite, Mortein, Vanish, Air Wick, Veet, Durex, Strepsils, Enfamil,
Nutramigen, Nurofen, Strepsils, Gaviscon, Mucinex, Scholl, Clearasil, Finish,
Calgon. RB’s unique culture is at the heart of its success. Its drive to
achieve, passion to outperform and commitment to quality and scientific
excellence are manifested in the work of over 40,000 RB employees
worldwide. https://www.rb.com/
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