Sunlight, the largest detergent brand of West Bengal, is now a New & Improved product with its Revolutionary Colour Lock Technology, reinforcing its commitment to preserving vibrant colours with their campaign “Rongin Prottekdin” or “Stay Colourful Every day.”
Kolkata, West Bengal ,10th August 2023 – Sunlight, the iconic detergent brand from the house of Unilever, is proud to announce the relaunch of its new and improved product with cutting-edge color lock technology. Embracing the campaign line “Rongin Prottekdin,” which translates to “Stay Colourful Every day,” this breakthrough advancement reinforces Sunlight’s commitment to preserving vibrant colours and enriching your life with the joy of those colours every day.
Sunlight has been the trusted brand for over a century, catering to the most sought-after need of consumers through various product formats, and this latest advancement demonstrates the brand’s continuous evolution in providing superior care.
Colours hold a special place in the hearts of the people of West Bengal. From the vibrant sarees of Durga Puja to the colourful celebrations during Poila Boishakh, the spirit of this land is intertwined with a kaleidoscope of hues. Recognizing the importance of colours in people’s lives, Sunlight has been committed to protecting and enhancing the brilliance of colourful clothes for generations in their day-to-day lives–which reflects in their unique and yet relatable campaign message of “Staying colourful every day.”
West Bengal is a very special market for Sunlight and we have always been committed to delivering the best product experience that resonates with our valued consumers. This relaunch is another step which signifies our unwavering commitment to delivering the best color care experience for our consumers through the presence of Sunlight’s unique color-lock technology. With this relaunch, we are set to redefine the consumer experience and contribute to locking colors of life for all.-Deepak Subramanian, Home Care South Asia General Manager
The new Sunlight detergent bringy and innovation to the market. It not only offers a superior cleaning performance but also features a captivating fragrance that ensures long-lasting freshness. The ground-breaking colour lock technology is the star of this new product, serving as a lock of colors and maintaining the clothes’ brightness as if they were new. To stay true to the brand and celebrate the joy of this momentous relaunch, Sunlight has locked the vibrant colours of our lives through the “Rongin Prottekdin” campaign. This captivating campaign unfolds across Bengal through exciting activations, including the creation of location drops like Sunlight Bari and South Kolkata Dhobi Khana, as well as the remastering of the popular black and white song “Bhalobashar Morshum” in vibrant colours.
To celebrate this milestone, Sunlight is embarking on an exciting journey across West Bengal. Ten houses will be transformed into Sunlight Baris, showcasing the brand’s iconic colours of yellow, red, green, blue, and pink. These Sunlight Baris will serve as symbols of the joy that colours bring to our lives and remind us of Sunlight’s unwavering commitment to preserving and rejoicing these colours forever, which aligns with their campaign line of “Rongin Prottekdin” or Staying Colourful every day.
In addition, Sunlight has reimagined a renowned black and white song from 2022, bringing it to life in vibrant colors. This timeless song, originally from the film X = Prem, directed by Srijit Mukherjee where the song Bhalobashar Morshum topped many charts, has been remastered in colours, allowing us to witness the enchanting beauty of song and its picturisation through Sunlight’s lens. This remastering of the popular song from black and white to colours will evoke the importance of enjoying life in colours while reminding us of the limitless possibilities that unfold when we are able to lock colours of our lives, thus communicating the message of staying colourful every day.
Furthermore, Sunlight will collaborate with Kolkata’s oldest Dhobi Ghat – South Kolkata Dhobi Khana to create a unique experience for the people. The Dhobi Ghat Activity will see the branding of the historic laundry facility with Sunlight’s vibrant colours, symbolizing the trust and reliability the brand has built over the years. Clothes washed with Sunlight will be delivered to every household in specially designed Sunlight laundry bags, providing a convenient and delightful laundry experience for the residents, making every house that receives their Sunlight-washed clothes in the Sunlight laundry bag a Sunlight Bari, with a promise to keep the resident’s lives colourful every day.
The New & Improved Sunlight, with its colour lock technology, is set to revolutionize the way we care for our clothes and preserve their vibrant colours. Sunlight’s commitment to innovation and understanding the deep-rooted connection between colours and people’s lives makes it a trusted companion, ensuring that the joy of staying colourful by living a vibrant life is cherished for generations to come.
