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Partnership · Commerce & Consumer Brands

Phitku partners with Mirzapur for movie campaign

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Date
Company
Phitku
What it does
Personal care and hygiene brand
Kind
Partnership
Stage
early stage
Founded
2025
Sector
Commerce & Consumer Brands

What they do

Phitku is a made-in-India personal care brand specializing in alum-based roll-on sticks for body odor protection

What happened

The company became the exclusive personal hygiene partner for the upcoming film Mirzapur: The Movie

Why it matters

This collaboration includes a limited edition co-branded packaging campaign titled Phitku Ka Bhaukaal featuring actors Divyenndu and Abhishek Banerjee

The details

  • Phitku has been named the exclusive personal hygiene partner for the upcoming film Mirzapur: The Movie.
  • The brand launched a limited edition co-branded packaging line under the campaign name Phitku Ka Bhaukaal.
  • The promotional film for this partnership features actors Divyenndu and Abhishek Banerjee.
  • The campaign specifically highlights the brand's Activated Charcoal variant of its alum-based roll-on.
  • Mirzapur: The Movie is scheduled for a theatrical release on September 4, 2026.
  • The film is produced by Excel Entertainment and presented by Amazon MGM Studios.

The bigger picture

  • The partnership aims to reach the male personal care audience by leveraging the popularity of the Mirzapur franchise.
  • Phitku claims to be one of India's fastest-growing and profitable personal care brands.
  • The company has successfully served over 6 lakh customers since its founding in early 2025.

About the business

  • Phitku manufactures alum-infused crystal roll-on sticks designed for body odor protection.
  • The product range includes Charcoal, Natural, Turmeric, and Aloe Vera variants.
  • All products are alcohol-free, cruelty-free, and contain no artificial fragrances or harsh chemicals.
  • A single roll-on stick typically lasts between 3 to 5 months with daily use.
  • The brand sells through its D2C platform, major online marketplaces, and quick-commerce services.
  • Phitku is currently expanding its physical retail network across India.

The deal

Type
partnership

Founders

  • Sumit Marda, Co-founder and CEO
  • Neha Marda, Co-founder
  • Rahul Dokania, Co-founder

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