Mumbai: Bottled drinking water brand Bisleri has announced its foray into the personal hygiene segment. The company launched a new TVC for its new range of hand purifiers, with the tagline – 'For the love of hands', and became the latest entrant in the hand sanitisers market, a segment which has witnessed an upsurge in demand since the onset of the pandemic.

With the frequent use of regular sanitisers, consumers experience adverse effects on the skin, like coarseness and dryness. The TVC aims to portray how Bisleri’s new range of hand purifiers that are enriched with aloe vera, glycerol, and vitamin E, can keep the skin moisturised and nourished while ensuring protection from germs.

The film’s visuals effectively drive across the message in a simple yet engaging manner that Bisleri Hand Purifiers not only provide safety to the hands but also keeps them soft, fragrant, and refreshing. In addition to the TVC, the company also has plans to roll out digital campaigns on social media and OTT platforms for the new product range.

Bisleri chief executive officer Angelo George said, "There has been exciting growth in the personal hygiene segment triggered by increasing health and hygiene concerns. We developed Bisleri hand purifiers with these enhanced features in premium packaging, to provide a superior experience. With our distribution reach across the country, the exciting range of Bisleri hand purifiers is available at leading general trade stores, pharmacies, and modern trade outlets as well as e-commerce platforms.”

The skin-nourishing formulation, packaging design, and fragrances were developed under the guidance of Bisleri vice-chairperson Jayanti Chauhan. Bisleri’s range of hand purifiers is available in three refreshing fragrances- citrus, fresh & floral in both gel and spray formats, the company said.