Finish, the automatic dishwashing brand from Reckitt, has appointed Ayushmann Khurrana as its brand ambassador, alongside the launch of its latest campaign, “The Right Way to Dishwash.” The initiative aims to address long-standing misconceptions around dishwasher usage in Indian households, particularly the widespread habit of pre-rinsing dishes before loading them.

The campaign film features Khurrana in a relatable narrative, where he tests the effectiveness of Finish Ultimate Plus tablets paired with Bosch dishwashers. Through a series of demonstrations, the campaign highlights the product’s ability to tackle tough grease and burnt-on stains-common in Indian cooking-without the need for pre-rinsing. The storytelling extends into residential settings, reinforcing the convenience and efficiency of automatic dishwashing for modern lifestyles.

At the core of the product is its three Power Chamber technology, designed to deliver deep cleaning, grease removal, and shine in a single wash cycle. When combined with Bosch’s high-temperature wash systems, the solution is positioned as a reliable alternative to manual dishwashing practices.

Ayushmann Khurrana noted that the campaign helped him rethink common kitchen habits, comparing dishwashing to dry cleaning-where pre-washing isn’t required. Meanwhile, Reckitt highlighted that evolving consumer behaviour is driving the adoption of smarter, time-saving solutions in Indian homes.

Conceptualised by Leo Burnett, the campaign leverages Khurrana’s relatable appeal to connect with everyday consumers and challenge existing biases. With this move, Finish aims to shift perceptions, build trust, and position automatic dishwashing as a practical, efficient solution for Indian kitchens.