Partnership Overview

Phitku, the Indian D2C personal care and hygiene brand, has been appointed the Exclusive Personal Hygiene Partner for the highly anticipated film Mirzapur: The Movie. The agreement positions Phitku directly in front of the franchise’s large male fan base and aligns the brand with the cultural cachet of the Mirzapur universe.

Product Launch Details

To operationalise the partnership, Phitku introduced “Phitku Ka Bhaukaal”, a limited‑edition line featuring co‑branded packaging. The line showcases an Activated Charcoal variant that is promoted as a contemporary approach to everyday freshness, leveraging the film’s humour and irreverent tone. The packaging integrates visual elements from the Mirzapur world, creating a distinct consumer experience.

Film and Marketing Tie‑In

The marketing activation includes a short film starring Divyenndu and Abhishek Banerjee, which weaves the product’s proposition of natural freshness, confidence and aura into the Mirzapur narrative. The campaign’s central thought is “Phitku Ka Bhaukaal”. The full movie, Mirzapur: The Movie, revisits Season 1 characters such as Guddu Pandit (Ali Fazal), Munna Bhaiya (Divyenndu), and Kaleen Bhaiya (Pankaj Tripathi), and also features Jitendra Kumar, Ravi Kishan, 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. The film is presented by Amazon MGM Studios and Excel Entertainment, directed by Gurmmeet Singh, written by Puneet Krishna, and produced by Ritesh Sidhwani and Farhan Akhtar under the Excel banner, with co‑production by Kassim Jagmagia and Vishal Ramchandani. The theatrical release is scheduled for 4 September 2026.

Brand Background

Phitku was founded in early 2025 by Sumit Marda, Neha Marda, and Rahul Dokania. The brand builds its product range around alum‑based body odour protection, reengineered into modern, alcohol‑free, skin‑friendly formulations that neutralise odour at its source. Within its first year, Phitku has earned the trust of more than 600,000 customers across India, making it one of the fastest‑growing and profitable personal care brands in the market. Distribution channels include its own D2C platform, leading e‑commerce marketplaces, quick‑commerce services, and an expanding offline retail network.

Executive Commentary

Commenting on the partnership, Sumit Marda, Co‑founder and CEO of Phitku, said: “Mirzapur has built a distinctive cultural connect with audiences across India, and we’re 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 opportunity to engage with this audience through a property that has such strong cultural relevance. With ‘Phitku Ka Bhaukaal’, we’re bringing these two worlds together to create a limited‑edition experience that feels fresh, entertaining and distinctly Phitku.”

Disclaimer

The press release is provided under an arrangement with PNN. PTI takes no editorial responsibility for the content.