Sustainable home-care brand BECO has launched #WarOnWhatsHidden, a campaign aimed at pushing consumers to scrutinise the ingredients in everyday cleaning products like dishwashing liquids and detergents, rather than trusting front-of-pack claims alone.
Built around two films, the campaign names specific chemicals found in leading competitor products through independent, NABL-accredited third-party lab testing on samples bought from open retail. The first film, framed around schoolboys discussing their clean uniforms, points to Benzisothiazolinone (BIT) and Linear Alkylbenzene Sulfonate (LAS) found in Surf Excel Matic Liquid (Top Load) – testing recorded 277 mg/kg of BIT and LAS upwards of 10%. The second film, set around two women washing utensils, flags LAS upwards of 8% in Vim Dishwash Gel (Lemon). Both films cite published regulatory and scientific literature linking these chemicals to skin and eye irritation, and position BECO’s own laundry and dishwash liquids as free of BIT and LAS.
Aditya Ruia, Co-founder, BECO, said consumers have grown far more conscious of what they eat and apply to their skin, but rarely extend that scrutiny to cleaning products. He said BECO’s home-care range excludes BIT and LAS, and that the brand wants to replace fear with transparency and information, empowering consumers to ask more questions about what they bring into their homes.
By anchoring its claims in independent lab testing and cited scientific sources, #WarOnWhatsHidden aims to shift the home-care conversation in India from blind trust in brand promises to informed scrutiny of what products actually contain.
