Ariel, one of the popular detergent brands from Procter and Gamble, launches the Ariel Real Champions Programme to pay tribute to the women behind successful champions. As part of the programme, it has roped in three of India’s leading cricket champions — Yuvraj Singh, Zaheer Khan and Dinesh Karthik along with Shabnam Singh, Yuvraj Singh’s mother; Zakhiya Bhakhtiyar Khan, Zaheer Khan’s mother; and Nikita Karthik, Dinesh Karthik’s wife. It has chosen the cricketers as they represent a demanding profession and also as people would relate to them.

However, the Ariel Real Champions are the demanding women behind them people who have backed them and settled for nothing but the best.

The three cricketers along with their mothers/wives will be leveraged through various multi-faceted marketing initiatives, including print and broadcast advertising, consumer promotions and events.

The programme will run across the country till the end of October and will include a consumer contest where on buying a pack of Ariel, you accumulate a certain number of ‘runs’, like in cricket — the number of runs will be mentioned on the pack.

The more runs women score and send back the empty packs to Procter and Gamble, the greater their chances of being recognised as the real champions and meeting these cricketers.