NEW DELHI : From Swachh Bharat to Fit India, local arm of British consumer goods major Reckitt Benckiser is taking cues from Indian prime minister Narendra Modi’s call to promote cleanliness and fitness among Indians.

On Thursday, the consumer goods firm launched a new variant of its popular pain relieving brand Moov endorsed by former cricketer Gautam Gambhir. The Moov Advance gel was launched with a social media campaign that began last week inspired by the government’s Fit India movement. The social media campaign saw influencers and celebrities use the hashtag MakeYouMoov and FitIndia to promote their favourite fitness movements. “In an endeavour to support Prime Minister Narendra Modi’s vision of ensuring a Fit India, Moov launches #MakeYourMoov challenge with former cricketer Gautam Gambhir," the company said on Thursday. In August this year, prime minister Narendra Modi launched the Fit India movement on National Sports Day aimed at mobilising the country’s citizens to participate in sports and other fitness activities.

And brands are taking cues. “For us we genuinely want to work towards betterment of consumers and if there are initiatives and platforms working on the same cause then we would put the brand muscle and brand name behind it to take the message forward," Pankaj Duhan, Chief Marketing Officer, RB Health South Asia, told Mint in an interview at the company’s launch of Moov Advance.

Moov currently has a 12% to 13% market share in the pain relieving gels, creams and balm market in India; the new product priced at a premium of the popular brand could help Moov garner a significant share in the market, he added. "This campaign will take a lot of precedence in terms of the spending we have on the brand," he said commenting on the company's plan to expand the reach of the new Moov Advance.

RB has also been riding on the current government's popular campaigns to leverage some of its key brands such as Dettol and Harpic amid the PM's call to promote cleanliness. In 2014, the company also committed Rs100 crore to support the PM’s key Swachh Bharat campaign by promoting its personal and home cleaning brands--Dettol, and Harpic to address concerns around hygiene and sanitation in India.

RB is split into two business units in India, namely RB health and RB hygiene home. Brands under RB health portfolio in India include Dettol, Durex, Strepsils, Nurofen, Veet, among others; while its hygiene portfolio comprises of brands such as Harpic, Vanish, Lizol, among others.

The company has been on an innovation overdrive in India by launching and extending variants of its new and existing brands to reach to more affluent shoppers here. In the last few months, the maker of Lizol, Vanish, Harpic has launched new brands across its laundry and home cleaning categories. These include a more premium variant of its toilet cleaner Harpic under Harpic Platinum. In July, it launched its global liquid laundry brand Woolite on e-commerce website Amazon. The company also re-launched its stain remover brand Vanish amid shifting consumer demand for cleaning products apart from adding newer variants to personal cleaning brand Dettol.

Duhan added the company will continue to launch more products going forward.

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