The Covid-19 pandemic has brought unprecedented changes in how we work, how we travel, and how we live. Amidst all the adversity, it has also fuelled creativity and innovation and led to new products across categories. SVISH ON-THE-GO, the first 'made-in-India' range of sanitizing products in the lifestyle category. The products target millennials and generation z, who refuse to choose between form and function, substance, and style.
Ishan Grover, a celebrated craft brewer credited with setting up more than 70+ Craft Beer brands, was busy preparing for the world beer cup (a prestigious craft beer event in Texas, United States) the lockdown was announced. Jaideep Mahajan (Jd), a well-known adman with stints as Creative Director at JWT, McCann, Linen Lintas, and Rediffusion Y&R, planned to head back to Canada to be with his family when airports shut down globally.
Dodging the virus with various sanitizers and disinfectants, they realized that if one had to apply something to one's skin 10 to 12 times a day, it needed to be more personalized and eco-friendlier to satisfy one's taste for aesthetics. Sanitization was a choice in the pre-COVID-19 era, but in the post-COVID, it's a must. Sadly, the market was flooded with sanitizers that were either too oily or too sticky or too smelly. Not to mention the not-too-impressive packaging. There was a clear need for a product that not just kills germs but also takes care of your skin and uplifts your mood.
SVISH On-The-Go, a range for Personal Hygiene, is crafted to the minutest detail. Its formula is tailored with pharma companies after sampling thousands of essential oils for natural fragrances to create products that are functional and align with your lifestyle. The packaging is vibrant and trendy, fits in the pocket, designed in-house by Jd. SVISH sanitizers are skin-friendly that take care of the environment too. The only plastic in the product is in the nozzle. The Pine Haze Disinfectant Gadget Wipes are the first 100% Biodegradable Gadget Disinfectant Wipes in India.
SVISH is not just a name (noun); it's an act (verb) too. It is derived from the word SWISH, which means the sound of water, and going forward, SVISH will replace the word sanitize or the 'act of spraying to sanitize.' The brand is being promoted with the tagline "SVISH Karo, Aage Badho" to resonate with the desire of its cool target segment that wants to move on from the panic and doomsday attitude with safety assurance.