Are We Nose-blind? Boman Irani Engages in A Candid Conversation With Neha Dhupia!

New Delhi, 26th August, 2017: Indian households are plagued with myriad of odours that are difficult to get rid of. These pungent smells originate from washrooms, stale food, lingering food smells like spicy masalas (tadka) or fish, or they may be climate related as in the case of musty monsoon odour. Most of us don’t take these malodours seriously and usually brush them off by using age–old methods such as opening windows to facilitate better ventilation or using incense sticks. Sometimes, we experience temporary relief but gradually we become nose-blind to this omnipresent stench. Unfortunately, our visitors are not used to these odours, and they will pick up hints of smells as soon as they enter your homes.

AmbiPur India’s BrandAmbassador Boman Irani & Bollywood actor Neha Dhupia shared theirperspective on how household odours can hamper our day-to-day functioning. Thefocal point of conversation was how our sense of smell adjusts to theprevailing odours and after sometime we turn nose-blind to them. The three maincauses for nose blindness: Lack of awareness, living in denial, lackof seriousness around the issue. We may think that intensivecleaning effort takes care of the odours as well, but a home isn’t truly cleanuntil the air has also been taken care of. Boman Irani went on to explain someof the serious side-effects of foul odours, a recent case in-point being athird party survey commissioned by Ambi Pur in partnership with AC Nielsen. Thesurvey conducted among female respondents across Mumbai, Delhi, Chennai &Kolkata where whopping 89%* Indian women felt that lingering odour is amood spoiler that strains personal relationships and 78%* Indian women confidedthat they avoid visiting their friends if their home has a lingering, dampsmell. 

On thatnote, Neha Dhupia spoke about how nose-blindness is an issue that is not takenseriously – to many people, living with these odours becomes a way of life.Such people rely heavily on quick fix techniques which do not always work. Theywill use conventional methods such as increasing ventilation, usingperfumes/deodorants or lighting incense sticks to rid their homes of anylingering smells. Despite thorough cleaning, a house does not necessarilyemanate a fresh ambience. She also brought in the perspective on how, even ifyou are immune to these smells, any visitor can quickly pick up these smells,which becomes an uncomfortable situation. Agreeing to her point of view, BomanIrani provided her, and everyone else with the New & Improved AmbiPur with odour-clear as the perfect solution to toughest home odours. Bomandidn’t stop at that, he went on to explain how presence of fragrance doesn’tensure absence of odour, which is the need of the hour. He demonstrated AmbiPur’s superiority through an experiment using Odour-Clear strips, which provedthat Ambi Pur works on a molecular level to truly eliminate odours as opposedto temporarily concealing them. Boman even requested the media to try out thisexperiment to witness Ambi Pur in action.

BomanIrani, Brand Ambassador for Ambi Pur India, adds “I am extremely cognizant of the impact thatfoul odours can have on us, our family and our guests. Most of us don’trealize, but the foul smell could wreak havoc by dampening our mood. It justdoesn’t stop there, these foul odours could also ruin our impression in frontof our guests.  It is about time we took these odours seriously and tookcharge to eliminate them. I trust the New & Improved Ambi Pur withodour-clear technology, as it truly eliminates odours instead of justdisseminating some perfume. I have been an ardent fan of Ambi Pur and have beenusing it for many years, because I have absolute faith in its performance.” 

NehaDhupia added, “Thefirst and the most difficult step about odour elimination is identifying odoursand ensuring you are not nose-blind to them. I have come across so many people,who have beautiful homes, but miss out on taking care of the lingering, peskyodours. These odour issues are real, and can be uncomfortable for you as well asyour guests.  Also, I realized today that just spraying any fragrance isnot enough because that will just temporarily conceal odours, only for them toresurface later. Complete odour removal is imperative, and I saw for myself howeffective Ambi Pur is at this. I have found a one-stop solution in Ambi Pur,and it is going to become a must-buy in my shopping list”.

Addingmore perspective on the technology, Maxim Daled, R&D Expert on Air Care,P&G, shares, “Whatmakes Ambi Pur truly distinct is the formulation and focus on odour removal,not just on emitting the fragrance. Because of our molecular understanding ofthe odours, we have been able to create a trademarked ‘Odour-clear technology’,which we have brought to India in July. Fighting the odour at a molecularlevel, neutralizing it completely, and leaving behind a subtle fragrance - thisenables Ambi Pur to truly eliminate the toughest household smells, leaving yourhome feeling fresh and breezy.”

NidhishGarg, Brand Manager, Home Care India, adds “Ambi Pur’s Smelly to Smiley campaigns aim tocreate awareness about different types of odours and the negative impact theycan have on our overall well-being. We want to spread awareness on how relevantthese odours are, and create acceptance because without that, no one seeks asolution. Ambi Pur continues to stand for true odour-elimination, and is thebest possible defense against the toughest household odours. At P&G, webelieve in not just claiming, but demonstrating the superiority of our products,which is why we have conducted the experiments that showcase Ambi Pur’ssuperlative performance.”

All Ambi Purfragrances, including the newly launched Sandalwood fragrance, are availableacross stores at a price of Rs. 299.

*Claimsgenerated from women who were in agreement with the above statements by aNielsen survey conducted across Mumbai, Delhi, Chennai & Kolkata in June2017 with a total of 842 respondents. The above are a few excerpts from thesurvey findings.


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