{"id":55045,"date":"2026-09-02T13:36:54","date_gmt":"2026-09-02T08:06:54","guid":{"rendered":"https:\/\/dailynewsindia.co.in\/index.php\/2026\/09\/02\/d2c-brand-phitku-comes-on-board-as-exclusive-personal-hygiene-partner-for-much-anticipated-mirzapur-the-movie-unveils-phitku-ka-bhaukaal\/"},"modified":"2026-09-02T13:36:54","modified_gmt":"2026-09-02T08:06:54","slug":"d2c-brand-phitku-comes-on-board-as-exclusive-personal-hygiene-partner-for-much-anticipated-mirzapur-the-movie-unveils-phitku-ka-bhaukaal","status":"publish","type":"post","link":"https:\/\/dailynewsindia.co.in\/index.php\/2026\/09\/02\/d2c-brand-phitku-comes-on-board-as-exclusive-personal-hygiene-partner-for-much-anticipated-mirzapur-the-movie-unveils-phitku-ka-bhaukaal\/","title":{"rendered":"D2C Brand Phitku Comes On Board as Exclusive Personal Hygiene Partner for Much-Anticipated Mirzapur: The Movie, Unveils \u2018Phitku Ka Bhaukaal\u2019"},"content":{"rendered":"<div>\n<p class=\"wp-block-paragraph\"><strong>New Delhi [India], September 2: <\/strong>Phitku, the made-in-India personal care and hygiene brand, has come on board as the\u00a0<strong>Exclusive Personal Hygiene Partner for the much-anticipated upcoming<\/strong>\u00a0<em><strong>Mirzapur<\/strong><\/em>\u00a0<strong>film<\/strong>, marking a strategic collaboration aimed at strengthening the brand\u2019s connect with India\u2019s growing male personal care audience. The exclusive partnership with the much-anticipated upcoming\u00a0<em>Mirzapur<\/em>\u00a0film puts Phitku in front of one of India\u2019s most dedicated male fan bases, with the launch of \u2018Phitku Ka Bhaukaal\u2019 Limited Edition featuring co-branded packaging and a new branded film starring Divyenndu and Abhishek Banerjee. Marking the partnership, Phitku has launched \u2018Phitku Ka Bhaukaal\u2019, Limited Edition, a co-branded packaging built around the world of Mirzapur.<\/p>\n<p class=\"wp-block-paragraph\">Bringing the partnership to life is a film starring Divyenndu and Abhishek Banerjee, which taps into the distinctive humour, character chemistry and irreverent tone of\u00a0<em>Mirzapur<\/em>\u00a0to introduce Phitku\u2019s Activated Charcoal variant as a contemporary approach to everyday freshness. The film weaves the product\u2019s proposition around natural freshness, confidence and \u2018aura\u2019 into the world of\u00a0<em>Mirzapur<\/em>, culminating in the campaign thought \u2018Phitku Ka Bhaukaal\u2019, alongside the launch of limited-edition co-branded packaging.<\/p>\n<p class=\"wp-block-paragraph\">Commenting on the partnership,\u00a0<strong>Sumit Marda, Co-founder and CEO, Phitku<\/strong>, said,\u00a0<em>\u201cMirzapur has built a di<\/em><em>stinctive cultural connect with audiences across India, and we\u2019re excited to bring that world into Phitku in a way that feels playful, irreverent and true to both brands. As our male consumer base continues to grow, this partnership also gives us an opport<\/em><em>unity to engage with this audience through a property that has such strong cultural relevance. With \u2018Phitku Ka Bhaukaal\u2019, we\u2019re bringing these two worlds together to create a limited-edition experience that feels fresh, entertaining and distinctly Phitku.\u201d<\/em><\/p>\n<p class=\"wp-block-paragraph\">The collaboration comes at a time when Phitku is expanding its footprint across India\u2019s personal hygiene market, with its range of alum-based body odour protection products reaching consumers through its D2C platform, leading marketplaces, quick-commerce platforms and an expanding retail network. With\u00a0<strong>\u2018Phitku Ka Bhaukaal\u2019<\/strong>, the brand continues to build on its proposition of making everyday personal hygiene more effective, accessible and relevant to the evolving needs of Indian consumers.<\/p>\n<p class=\"wp-block-paragraph\">Mirzapur: The Movie takes audiences back to the world of Season 1, bringing together some of the franchise\u2019s most iconic characters, including Guddu Pandit -Ali Fazal, Munna Bhaiya- Divyenndu and Kaleen Bhaiya \u2013 Pankaj Tripathi. The film also stars Jitendra Kumar, Ravi Kishan, Abhishek Banerjee, Rasika Dugal, Mohitt Maalik, Sheeba Chadha, Rajesh Tailang, Pramod Pathak, Shriya Pilgaonkar, Harshita Shekhar Gaur, Shweta Tripathi, Sonal S. Chauhan, Anangsha Biswas, Shaji Chaudhary, Satendra Soni, Kulbhushan Kharbanda and Sushant Singh in pivotal roles.<\/p>\n<p class=\"wp-block-paragraph\">Presented by Amazon MGM Studios and Excel Entertainment, Mirzapur: The Movie is directed by Gurmmeet Singh, written by Puneet Krishna, and produced by Ritesh Sidhwani and Farhan Akhtar under the banner of Excel. The film is co-produced by Kassim Jagmagia and Vishal Ramchandani. Mirzapur: The Movie releases in cinemas on September 4, 2026.<br \/><strong><br \/><\/strong><a href=\"https:\/\/www.instagram.com\/reel\/DcvgOJXTV5a\/?igsi=ZWp6bHRqbXA0aDI1\" target=\"_blank\" rel=\"noopener\"><u><strong>Main KV<\/strong><\/u><\/a><\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Phitku Ka Bhaukaal Is Here | Phitku \u00d7 Mirzapur\" width=\"801\" height=\"451\" src=\"https:\/\/www.youtube.com\/embed\/JSErDbq51wU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<h3 class=\"wp-block-heading\"><strong>About Phitku<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Phitku is a Made-in-India personal care brand built on a simple idea: one of the oldest answers to body odour is also one of the most effective. Reaching back\u00a0to alum, a mineral Indian households have relied on for generations, the brand has reengineered it into a modern range of clean, alcohol-free and skin-friendly formulations that neutralise odour at its source instead of masking it with synthetic fragrance.<\/p>\n<p class=\"wp-block-paragraph\">Founded in early 2025 by Sumit Marda, Neha Marda and Rahul Dokania, Phitku has scaled rapidly in its first year, earning the trust of more than 6 lakh customers across the country. That momentum has made it one of India\u2019s fastest-growing and profitable personal care brands, at a time when more consumers are actively seeking gentler, ingredient-led alternatives for their daily routines.<\/p>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/phitku.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/phitku.com<\/a><\/p>\n<p class=\"wp-block-paragraph\"><em>If you object to the content of this press release, please notify us at pr.error.rectification@gmail.com. We will respond and rectify the situation within 24 hours.<\/em><\/p>\n<p class=\"wp-block-paragraph\">\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>New Delhi [India], September 2: Phitku, the made-in-India personal care and hygiene brand, has come on board as the\u00a0Exclusive Personal Hygiene Partner for the much-anticipated upcoming\u00a0Mirzapur\u00a0film, marking a strategic collaboration aimed at strengthening the brand\u2019s connect with India\u2019s growing male personal care audience. The exclusive partnership with the much-anticipated upcoming\u00a0Mirzapur\u00a0film puts Phitku in front of&#8230;<\/p>\n<p class=\"more-link-wrap\"><a href=\"https:\/\/dailynewsindia.co.in\/index.php\/2026\/09\/02\/d2c-brand-phitku-comes-on-board-as-exclusive-personal-hygiene-partner-for-much-anticipated-mirzapur-the-movie-unveils-phitku-ka-bhaukaal\/\" class=\"more-link\">Read More<span class=\"screen-reader-text\"> &ldquo;D2C Brand Phitku Comes On Board as Exclusive Personal Hygiene Partner for Much-Anticipated Mirzapur: The Movie, Unveils \u2018Phitku Ka Bhaukaal\u2019&rdquo;<\/span> &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":55046,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[54],"class_list":["post-55045","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-business"],"_links":{"self":[{"href":"https:\/\/dailynewsindia.co.in\/index.php\/wp-json\/wp\/v2\/posts\/55045","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dailynewsindia.co.in\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dailynewsindia.co.in\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dailynewsindia.co.in\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dailynewsindia.co.in\/index.php\/wp-json\/wp\/v2\/comments?post=55045"}],"version-history":[{"count":0,"href":"https:\/\/dailynewsindia.co.in\/index.php\/wp-json\/wp\/v2\/posts\/55045\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dailynewsindia.co.in\/index.php\/wp-json\/wp\/v2\/media\/55046"}],"wp:attachment":[{"href":"https:\/\/dailynewsindia.co.in\/index.php\/wp-json\/wp\/v2\/media?parent=55045"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dailynewsindia.co.in\/index.php\/wp-json\/wp\/v2\/categories?post=55045"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dailynewsindia.co.in\/index.php\/wp-json\/wp\/v2\/tags?post=55045"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}