Godrej Consumer Products Ltd (GCPL), has unveiled Kala Hit Mini, an anti-mosquito spray solution. The new TVC conceptualized by Bates CHI & Partners emphasises how the product offers instant protection during high-mosquito infestation at an economical price of INR 50.
Speaking about the campaign Shekhar Saurabh, Category Head – Household Insecticide, Godrej Consumer Products Ltd (GCPL), said: “As lower income households have smaller rooms, expensive LPG based aerosol spray (designed for big rooms) is not the most suitable solution for them. To make the format affordable, HIT took the inspiration from no-gas deodorants and developed Kala HIT Mini no-gas spray. This product makes safe & smoke-free mosquito protection accessible for everyone especially lower income households. The TVC campaign is conceptualized to spread awareness of this format as well as highlight how this innovation empowers people to be protected from mosquitoes.”
Godrej Professional, hair colour and styling brand, launches a new #ColoursAreForAll campaign. The objective is to weave beauty with the message of acceptance, inclusivity and self-expression.
Commenting on the campaign, Neeraj Senguttuvan, Category Head – Hair Care, Godrej Consumer Products Ltd (GCPL), said: ‘Fashion and beauty are proud and unapologetic reflections of individual identities. There has often been misconception that hair colour and bold styles are only for a certain segment of people. The truth, however, is far from that. As a brand, we’ve always believed that our products can be used by absolutely anyone and that’s what makes Godrej Professional a leading name in hair colour segment. We want to be synonymous with inclusivity and confidence, the campaign and the ‘Dimension-Ombreyage collection’ is a step in this direction. This new campaign will push us to look at blurring lines of beauty and create an acceptance for all.”
Godrej Professional, hair colour and styling brand, launches a new #ColoursAreForAll campaign. The objective is to weave beauty with the message of acceptance, inclusivity and self-expression.
Commenting on the campaign, Neeraj Senguttuvan, Category Head – Hair Care, Godrej Consumer Products Ltd (GCPL), said: ‘Fashion and beauty are proud and unapologetic reflections of individual identities. There has often been misconception that hair colour and bold styles are only for a certain segment of people. The truth, however, is far from that. As a brand, we’ve always believed that our products can be used by absolutely anyone and that’s what makes Godrej Professional a leading name in hair colour segment. We want to be synonymous with inclusivity and confidence, the campaign and the ‘Dimension-Ombreyage collection’ is a step in this direction. This new campaign will push us to look at blurring lines of beauty and create an acceptance for all.”
Cinthol, the Godrej Consumer Products Ltd soap, has launched a new advertising campaign targeting consumers in Tamil Nadu. Titled ‘Dreams shine the brightest under the scorching sun’ (Kothikum Veyilil Dhaan Kanavugal Jolikkum), the film is built around the aspirations of women in Tamil Nadu today.
Speaking about the campaign, Ashwin Moorthy, Chief Marketing Officer – India, Godrej Consumer Products Ltd (GCPL), said: “While working on the campaign, we recognized that brands of stature like Cinthol must insightfully reflect the current aspirations of our consumers in its narrative. Women today have greater confidence in aspiring to challenging professions that enable them to play an even larger role in building a stronger nation for the next generation. Cinthol, a symbol of trust in Tamil Nadu, plays a pivotal role here as a foundational step in providing expert recommended skin health, protecting consumers from harsh environmental factors like dust, heat and pollution.”
Added Anu Joseph, Co-Founder and Creative Vice-Chairman, Creativeland Asia: “With this idea, Cinthol furthers its legacy of being a doctor-recommended soap and a skin health expert. The central brand thought, ‘Dreams shine the brightest under the scorching sun’, seeks to inspire women to follow their dreams regardless of any barriers that may come in their way.”
Goodknight, household insecticide brand, from the house of Godrej Consumer Products Limited, unveiled a TVC campaign for Goodknight Jumbo Fast Card, a spiral-shaped paper-based mosquito repellent.
Commenting on the TVC, Somasree Bose Awasthi, Chief Marketing Officer, Godrej Consumer Products Ltd (GCPL), said: “As the leader in the household insecticides category, Goodknight is committed to innovating and providing effective yet safe solutions at an affordable price point. With this TVC campaign, we want to emphasize that the moments spent with family are the ones that truly matter, and they don’t need interruption especially from mosquitoes. Goodknight Jumbo Fast Card vouches to protect families so that these special moments are cherished. Goodknight Jumbo Fast Card with its fast action instantly provides relief from disease-causing mosquitoes for a longer time.”
Added Priya Pardiwalla and Steve Mathias, VPs and ECDs, Wunderman Thompson Mumbai, added: “The film is based on the insight that evenings are a time when we all come back home from work. A time to bond with families and play with our kids. But evenings are also a time when maximum mosquitoes enter our homes. Most of the solutions used in the evening don’t last long. The idea was focused on bringing alive a fun-filled evening between a dad and his daughter. And how Goodknight Jumbo Fast Card’s 4-hour long effect doesn’t let mosquitoes spoil their fun.”
Godrej Consumer Products Limited (GCPL) has unveiled Godrej Magic Bodywash, a ready-to-mix bodywash at Rs 45. Actor Shah Rukh Khan has been roped in as brand ambassador for Godrej Magic Bodywash and will feature in a mass awareness campaign.
Commenting on this launch, Sudhir Sitapati, Managing Director and CEO, Godrej Consumer Products Ltd (GCPL), said: “Sustainability is core to our strategy. In doing so, we are committed to make amazing quality products at accessible price points… We are pleased to announce Shah Rukh Khan as the face of Godrej Magic Bodywash. We roped in a celebrity for this product to ensure we create awareness around plastic, carbon footprint and upgrade bathing experience of soap users.”
Godrej Hit, the insecticide brand, has unveiled a new digital film for the festive season. Centered around Lal Hit, the variant which promises to reduce cockroach infestation, this film is a satirical take on the annual Diwali cleaning ritual.
Sharing his thoughts on the film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said: “There is a lot of optimism in the air as we approach the festival season. We wanted to do something that would spread the message of cleanliness in an unusual manner. Cleaning of homes is an important ritual not just to eliminate pests like cockroaches and ensure a safe environment; this activity also has a deeper, symbolic meaning. Through this light-hearted campaign, Godrej Lal HIT has a refreshing take on cleanliness, encouraging people to clean their homes of old harmful memories along with toxic memories for a happy and safe Diwali.”
Commenting on the film, Amar Singh, Regional Creative Officer at Lowe Lintas added: “The practice of pre-festival deep cleaning is a very relatable one across the country. And the thing is, when you go that deep, you never know what you might find. Our film, conceived by Rajat Dawar, Vishal Bagade and Stuti Dixit, plays on this to remind us of the nuisance and hazard of cockroaches and of the fact that Lal HIT needs to be an essential part of our cleaning. Deep or otherwise.”
Publicis India has won the mandate for Godrej Consumer Products Ltd (GCPL) to manage the integrated creative duties for Godrej ProClean, a newly launched range of floor, toilet and bathroom cleaners. The account will be managed out of the agency’s Mumbai office.
Somasree Bose
Said Somasree Bose, Category Head, VP Marketing, Godrej Consumer Products Ltd.: “In an intensely contested pitch, Publicis Worldwide stood out with their strategy, creative approach and enthusiasm for the brand. Godrej ProClean aims to cater to the rising demand for home hygiene products and earn its fair share in the industry. The team at Publicis understood our goals and their outlook was in sync with our thought process. Their performance across other brands made our decision much easier. We look forward to working together and fulfilling our vision of making Godrej ProClean a leading player in the market.”
Subhash Kamath
Added Subhash Kamath, CEO, Publicis Worldwide & BBH, India: “It was a very interesting challenge in an increasingly relevant and growing category: home hygiene. It needed a fine blend of strategy and creativity across platforms, in an integrated solution. We’re thrilled to be chosen as their partner by Godrej and our mandate is across mainline and digital thinking. We look forward to creating some insightful work going forward.”
Russell Barrett
Sharing his views on the win, Russell Barrett, CEO & CCO, Publicis Worldwide & BBH, India said: “When a product or a venture is born out of a real and specific consumer need, the job of any creative agency needs to be that much more relevant. We were genuinely excited to work on a brand like Godrej ProClean for exactly that reason. Sharp, compelling, engaging advertising that speaks across platforms and media to the audience is the need of the hour. We look forward to creating some category defining work along with our brilliant client partners at Godrej.”
Suraj Pombra
Highlighting the communication objective for the brand, Suraj Pombra, Executive Director, Publicis Worldwide India said: “This is a special win for us. Godrej ProClean is a brand born in and of the pandemic – and it feels special to be chosen to co-nurture it. As an integrated mandate, it allows us to bring the full might of our thinking into play across platforms, so it’s special for that reason as well. Publicis & Godrej have had successful partnerships before, so this is also special as a homecoming of sorts. As we welcome Godrej ProClean into our fold, we look forward to this being the start of a long term partnership built on growth and success.”
Goodknight launched a new digital film for Goodknight Fabric Roll-On. The film is conceptualised by Wunderman Thompson Mumbai.
Said Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL): “As normalcy is returning, kids have started to go out to play with all necessary precautions of masks, sanitizers etc. Parents have also said that kids are also more aware and responsible about the situation when they step out. However, the threat is not just about COVID; it is about any disease that you can be exposed to when you are playing outside, particularly mosquito-borne diseases during this season change. Through this digital film, we want to position Goodknight Fabric Roll-on as a must-have precaution and reiterate it is to be used before sending kids out so that they safe from mosquitoes. Just like it is important to use a mask and sanitizer outdoors, it is also important to use Fabric Roll-on against the threat of mosquitoes and mosquito-borne diseases.”
Added Steve Priya, VPs and Executive Creative Directors at Wunderman Thompson Mumbai: “There is no one more happier than children, that the world is returning back to normalcy. Kids everywhere are thrilled that they can finally step out and play once again. Of course moms are being extra careful by making sure that kids wear masks, carry hand sanitisers and maintain social distancing. But to be fully protected outside, it’s equally important to maintain social distancing even from mosquitoes that spread dengue and malaria. We want to make using Goodknight Fabric Roll On an essential habit, so kids can always step out and play truly fearlessly!”
Godrej Protekt has released a new TVC for Protekt Magic conceptualized by Creativeland Asia. The TVC is aimed at building awareness for the powder-to-liquid format.
Said Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL): “Godrej Protekt has always focused on providing affordable yet superior hygiene products to its consumers. Protekt Magic is one such offering which stands out and is a category game-changer. With this new TVC, our aim is to create awareness for the powder to liquid format and highlight 99.9% germ protection which is now available at an affordable price point of INR 15. We would like to further penetrate the market and increase trials of this unique product. The TVC also highlights the newly launched lime variant along with the existing neem and aloe vera variant.”
Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “This is truly a revolutionary product – magical, I would add. It’s magic at so many levels – innovation, price point and germ protection. Our effort was to make a piece of communication that actually called out all the magic in the product. And we did that in Protekt’s unique way – with delight and expertise.”
Goodknight, the home insecticide major, released a TVC for Goodknight Smart Spray, the newly launched one-stop solution for protection against mosquitoes. The TVC is conceptualised by Wunderman Thompson.
Sharing his thoughts on the new film, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL), said: “Goodknight Smart Spray is a path-breaking innovation and a single solution for all mosquito problems. It has a no gas formulation and as a result it offers both instant action and an 8-hour protection in a liquid spray format. This makes it the most powerful household insecticide product. With this TVC, we aim to reach out to households and communicate how Smart Spray is an ideal package where they don’t need to choose between instant action and long-lasting solutions.”
Added Steve Priya, VPs & ECDs, Wunderman Thompson, Mumbai: “Most solutions to mosquito problems fall under two categories, ‘Instant and Short Term’ or ‘Long Term and Not So Instant’. We wanted to clearly communicate that Goodknight Smart Spray is an innovation that works instantly with an efficacy that lasts for 8 long hours. Which means once you spray it, you never have to repeat it! It’s unlike anything you expected!”
Godrej Ezee unveiled a new TVC conceptualised by Wunderman Thompson, Mumbai.
Said Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Ltd (GCPL): “Godrej Ezee has always stood for gentle cleaning and caring of winter wear. With this new TVC, we wish to reinforce that the texture of winter wear is different and more delicate from regular clothes. Hence, usage of Ezee is a must to achieve that special care and cleansing for them, without damaging the delicate fibre.”
Added Steve Priya, VPs and Executive Creative Directors, Wunderman Thompson Mumbai: “While you use the appropriate winter specialists when it comes to skincare or appliances or the clothes you wear, why make a compromise while choosing the right detergent for your woolens? Ezee unlike others is a true specialist without which your woolens will be unprepared for the winter!”
