Reckitt ropes in Ayushmann Khurrana as brand ambassador for Finish

Reckitt’s global auto-dishwashing detergent brand Finish has appointed Bollywood actor Ayushmann Khurrana as its brand ambassador, alongside the launch of a new campaign centred on the idea of “The Right Way to Dishwash.”

The campaign aims to address common misconceptions around dishwasher usage in Indian households, particularly the belief that utensils need to be pre-rinsed before being loaded. It showcases the effectiveness of Finish Ultimate Plus tablets when used in combination with Bosch dishwashers to tackle tough cooking stains without any pre-rinsing.

The campaign film features Khurrana in a challenge-driven narrative, where he agrees to endorse the brand only if the product successfully cleans heavily soiled utensils. When the combination delivers on its promise, the actor is shown engaging with residential communities to demonstrate its effectiveness, adding a relatable and engaging layer to the communication.

Speaking about the association, Ayushmann Khurrana said that he was surprised to learn that pre-rinsing isn’t required before using a dishwasher. Drawing a parallel, he noted that one doesn’t wash clothes before sending them for dry cleaning, highlighting how the experience shifted his perception of dishwashing.

Gautam Rishi, marketing director, Hygiene, Reckitt – South Asia, said that while Indian cooking often results in stubborn stains, evolving consumer habits are driving the adoption of more convenient solutions. He added that Finish aims to deliver reliable cleaning performance suited to modern lifestyles.

Nitin Pradhan, group executive creative director and creative head – Delhi at Leo Burnett, stated that the campaign leverages Khurrana’s relatability to create a strong connect with audiences, especially those hesitant about adopting dishwashers.