The personal hygiene brand has launched a limited-edition range and a campaign featuring Divyenndu and Abhishek Banerjee as part of its exclusive partnership with ‘Mirzapur: The Movie’.
Phitku has partnered with ‘Mirzapur: The Movie’ as its Exclusive Personal Hygiene Partner, bringing the personal care brand into the franchise’s distinctive world of humour, characters and cultural fandom. As part of the collaboration, Phitku has introduced ‘Phitku Ka Bhaukaal’, a limited-edition range featuring co-branded packaging inspired by the film. The partnership also includes a branded film starring Divyenndu and Abhishek Banerjee, built around Phitku’s Activated Charcoal variant. The campaign uses the actors’ character chemistry and the irreverent tone associated with Mirzapur to position the product around everyday freshness, confidence and personal ‘aura’. The film culminates in the campaign thought, ‘Phitku Ka Bhaukaal’.
Sumit Marda, Co-founder and CEO, Phitku, said, “Mirzapur has built a distinctive cultural connect with audiences across India, and we’re excited to bring that world into Phitku in a way that feels playful, irreverent and true to both brands. As our male consumer base continues to grow, this partnership also gives us an opportunity to engage with this audience through a property that has such strong cultural relevance. With ‘Phitku Ka Bhaukaal’, we’re bringing these two worlds together to create a limited-edition experience that feels fresh, entertaining and distinctly Phitku.”
The partnership comes as Phitku expands its presence in India’s personal hygiene market. Its portfolio of alum-based body odour protection products is available through its D2C platform, marketplaces, quick-commerce platforms and a growing retail network. Meanwhile, Mirzapur: The Movie returns to the world established in the first season of the franchise, bringing back characters including Guddu Pandit, Munna Bhaiya and Kaleen Bhaiya, played by Ali Fazal, Divyenndu and Pankaj Tripathi respectively. The film also features Jitendra Kumar, Ravi Kishan, Abhishek Banerjee, Rasika Dugal, Mohitt Maalik, Sheeba Chadha, Rajesh Tailang, Pramod Pathak, Shriya Pilgaonkar, Harshita Shekhar Gaur, Shweta Tripathi, Sonal S. Chauhan, Anangsha Biswas, Shaji Chaudhary, Satendra Soni, Kulbhushan Kharbanda and Sushant Singh.
Presented by Amazon MGM Studios and Excel Entertainment, the film is directed by Gurmmeet Singh and written by Puneet Krishna. It is produced by Ritesh Sidhwani and Farhan Akhtar under Excel Entertainment, and co-produced by Kassim Jagmagia and Vishal Ramchandani.
