Sure, a leading anti-perspirant across 35 countries across the world, has been launched in India by Hindustan Unilever Limited. Popular Bollywood actress, Asin has been signed as the brand ambassador for the brand in India. Sure is world’s number 1 anti-perspirant brand as it provides long lasting, unbeatable protection against sweat and odour helping the skin dry and fresh all day long.

The brand has been formulated by scientists post 25 years of research and is a tried and tested solution to sweat and odour. It is tailored to the needs of both sexes, with separate product ranges for each. Sure anti-perspirant has to be used regularly (6 swipes a day) to ensure ‘No Paseena’ / ‘No Sweat’.

Asin stated, “Perspiration is a common and natural phenomenon with human beings and it is imperative to take proper measures to control excessive perspiration and body odour. Sure promises ‘No Sweat’, which is exactly what an anti-perspirant is supposed to do. I use Sure and am happy with the results. I truly recommend consumers to include Sure in their daily hygiene regime. Sure is absolutely safe to use and does not have any side effects.”

The Sure anti-perspirant range consists of three variants – Passion and Free spirit for women and Sport Defense for Men. All these variants are available as roll-ons and in aerosol cans. Sure is priced at a reasonable amount of Rs 65 for 40 ml and Rs 40 for 25 ml packaging and is available in all the retail outlets across country.

Srinandan Sundaram, Category Head – Deodorants, Hindustan Unilever Limited says, “We constantly strive to offer world class products to meet the ever evolving needs of our consumers. With the launch of Sure, we further strengthen our association in the personal care category and believe that this leading international anti-perspirant brand will build a closer connect with our target audience.”

Building anti-perspirant usage into the Indian consumer’s hygiene habit entails a huge amount of education. Sure launch campaign is all about educating the consumers about anti-perspirant as a category and how it works to deliver a dramatic benefit of under-arm dryness or ‘No Paseena’. It looks at creating awareness about the anti-perspirant category amongst its consumers across India. In-order to educate on antiperspirants and de-mystify certain myths around the category, Sure will undertake a rigorous education program among women as evangelists of the product. Asin will be country’s first and most popular educator of anti-perspirant use in good hygiene regime.