Mumbai: Godrej Magic hand wash has announced actress Madhuri Dixit as the brand ambassador for its Godrej Magic Handwash powder-to-liquid handwash.

The brand also launched a new TVC, conceptualised by Creativeland Asia, that showcases Madhuri highlighting the features of this sustainably viable hygiene product.

As Bollywood’s reigning diva for a number of years, the actor has a vast and loyal fanbase who look up to her in various aspects. With a new movie in the pipeline, an appearance on a popular dance reality show, and fresh off the success of her OTT debut, Madhuri’s popularity spans across age groups and geographies. This association aims to bring together her legendary charm and Godrej Magic’s brand values to encourage people to prioritise handwashing and make sustainable choices.

Speaking about this association, Godrej Consumer Products Limited chief marketing officer Somashree Bose said, "Godrej Magic Handwash is a first-of-its-kind product that is a leap in innovation and sustainability in the hygiene category. This product has made adopting a hygienic lifestyle easy, affordable, and fun. Godrej Magic has already taken over one-fifth of the Indian hand wash market by volume. We are delighted to have Madhuri Dixit onboard the Magic brand for the journey ahead. This brand affiliation with Madhuri will further help us penetrate deeper into the Indian market, creating accessibility and promoting a germ-free India."

Speaking about this collaboration, Madhuri Dixit said, "I am excited to be associated with Godrej Magic Handwash, which is India’s first powder to liquid hand wash and a pioneer in the category. This handwash format is innovative and an affordable solution to address the pressing social issue of hand hygiene. Magic Handwash is an environmentally friendly product as it reduces plastic and fuel consumption.”

"I am very particular about hygiene myself and follow it diligently with my family. Hand washing and tooth brushing are the two hygiene routines that I require my children to follow at all times. I, along with the team at Godrej, aim to inspire people to create awareness. Eco-friendly products inspire people not just to protect themselves from germs but also to take a step forward towards sustainability," she added.