Finish, Reckitt’s detergent brand, has announced the appointment of actor Ayushmann Khurrana as its brand ambassador. 

To highlight this development, the brand has rolled out a campaign built around the idea of ‘The Right Way to Dishwash’. 

Conceptualised by Leo Burnett, the campaign comprises an ad film. 

In the film, Khurrana accepts a challenge – if Finish tablets and a Bosch dishwasher can clean tough cooking stains, he will become Finish’s brand ambassador and promote the product; if they don’t, he gets a big fat cheque for doing nothing. When the powerful combination successfully cleans the toughest stains, Ayushmann loses the challenge and sets out to residential societies to demonstrate how the Finish and Bosch combination can tackle even the most stubborn cooking stains.

Gautam Rishi, marketing director, hygiene, Reckitt – South Asia, said, “Indian cooking often leaves behind tough stains, which has led many to doubt whether dishwashers can meet the needs of our kitchens. But consumer habits are changing, and people are seeking smarter, more convenient solutions. As India’s leading automatic dishwashing detergent brand, Finish delivers powerful, reliable cleaning that fits seamlessly into modern lifestyles without the need for pre-rinsing. We are excited to have Ayushmann Khurrana onboard as the brand ambassador for Finish, and through our partnership with Bosch, we bring a powerful and dependable solution for Indian consumers.”

Nitin Pradhan, group executive creative director, creative head – Delhi, Leo Burnett, added: “Finish Ultimate Plus is one of the most advanced dishwashing innovations for Indian households. With Ayushmann Khurrana on board, we've added an interesting tonality and a common-man connect to the campaign, ensuring that everyone who has a dishwasher or a bias against it sits up and takes notice.”