Tring X Selzer With Shilpa Shetty

The partnership between Selzer and Shilpa Shetty is a key move in promoting healthy cleaning solutions. By utilizing Shilpa's influence, Selzer has boosted its visibility and connected with female consumers. This collaboration showcases the effectiveness of Selzer's liquid detergent and highlights the importance of safe, eco-friendly cleaning.

Through Tring’s strategic facilitation and Shilpa Shetty’s trusted appeal, Selzer’s new endorsement aims to bridge the brand’s promise of reliable cleanliness and fresh fabrics with a wide audience that values both care and convenience. The campaign weaves laundry into everyday lifestyle moments, highlighting gentle fabric care, lasting freshness, and confidence in garments, aiming to make Selzer part of consumers' daily routines. This case study examines the campaign’s objectives, how Tring connected the brand and celebrity, the creative approach, and key takeaways for brands considering celebrity partnerships to advertise their products and services.

Requirements

Selzer’s campaign aimed to prove its liquid detergent delivered cleaner, softer, fresher clothes than regular powder, under the motto “Fresh Clothes”, by highlighting its “no fillers and pure detergent” advantage versus the 70% fillers common in powders; targeting millennials (urban parents and working professionals), the brand used a trusted celebrity to demonstrate everyday laundry moments and promoted a video advertisement featuring the actress Shilpa Shetty on Selzer’s social channels, supported by short demo reels and in-feed posts that showed the benefits of using Selzer’s detergent, with success measured by views, engagement, brand-recall lift, and increases in purchases.

Why Shilpa Shetty Was The Best Choice for Selzer?

Shilpa’s trusted, family-first image and pan-India recognition made her an ideal fit for Selzer’s “Fresh Clothes” message aimed at millennials. Her on-screen credibility allowed the films to show both authority (the lawyer role) and everyday relatability (the school reunion), so she could expertly demonstrate product performance stain removal, softness and lasting freshness while making the “no fillers pure detergent” claim feel authentic rather than scripted.

Campaigns

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In this advertisement, Shilpa Shetty played a lawyer who defended a housewife struggling with the after-effects of conventional cleaners, and the film was crafted to turn product claims into provable evidence: close-up stained garments, side-by-side wash comparisons, visible residue vs clear rinse, and tactile fabric-softness shots that demonstrated Selzer liquid’s cleaner and softer. Shilpa emphasizes that the ultimate upgrade for her would be Selzer's detergent liquid, which offers superior cleaning without the drawbacks of traditional options. The video effectively communicates the brand's message of safety and effectiveness, encouraging viewers to make the switch to Selzer for a healthier home.

Play

This campaign opened in a school setting where Shilpa Shetty met her old friend Pami after years. As they reminisced, Pami proudly showcased all the “upgrades” in her life from a luxury car and a rebranded husband, “Rammy,” to imported watches, bags, and diamonds while emphasizing how important it was to keep upgrading. The twist came when the camera revealed Pami’s soiled clothes, prompting Shilpa to point out the one upgrade she had overlooked: her detergent. Pami insisted she had already switched to an expensive option, but Shilpa explained how true progress meant choosing Selzer liquid, which delivered cleaner, softer, fresher clothes without the 70% fillers found in regular powders. The ad concluded with Shilpa’s memorable line, “Detergent powder nahi, Selzer liquid, asli upgrade,” reinforcing Selzer as the real lifestyle upgrade.

How Tring Helped In Creating This Campaign?

Tring played a central role in making Selzer’s collaboration with Shilpa Shetty possible by simplifying the entire process of finding, contacting, and onboarding the celebrity. For a detergent brand looking to connect with millennials through a trusted face, reaching out directly to a Bollywood actress of Shilpa’s stature could have been a long and complicated process. Tring bridged this gap by ensuring seamless communication between Selzer and the celebrity, handling all discussions, negotiations, and agreements in a structured and efficient way. 

Beyond securing the right celebrity, Tring also coordinated the creative direction to align the brand’s messaging, cleaner, softer, fresher clothes” and “no fillers, pure detergent” with Shilpa’s on-screen persona. From arranging schedules and approvals to ensuring smooth execution of the campaign narrative, Tring acted as the enabler that brought Selzer’s vision to life with the credibility and influence of a popular Bollywood celebrity.

Shoot Specifics

Why Tring is the Right Partner for Celebrity Collaborations

The Selzer x Shilpa Shetty campaign showed how the right partnership can turn a simple product message into a powerful story that connects with millions. Tring made this possible by bridging Selzer with a trusted celebrity, managing the campaign end-to-end, and ensuring flawless execution. This case study is just one example of how Tring helps brands achieve real impact through celebrity collaborations.

With its unmatched expertise and full-scale campaign support, Tring is the partner of choice for businesses looking to amplify visibility and engagement. From securing the perfect brand ambassador to producing high-quality content and managing every detail of execution, Tring ensures that your campaign delivers results.

Ready to see the same success for your brand? Contact us today and let’s create campaigns that truly connect.