Godrej No.1's dual benefit positioning

Conceptualised by Creativeland Asia, the TVC brings out the benefits of the newly launched germ protection soap starring actors KirronKher and Revathi

BestMediaInfo Bureau | Mumbai | June 27, 2016

Click on the image to watch the TVC.

Creativeland Asia has conceptualised a television commercial for launching the Godrej No.1 germ protection soap.

Godrej No.1 came up with a unique idea for thenew germ protection soapbased on research that showed that woman of today desires to be outdoors and this results in a tug of warbetween staying protected and looking beautiful. As a consumer, she seeksprotection from dirt, grime and dust while maintaining her natural beauty. Butgerm protection soaps today, apart from killing germs, tend to be harsh on theskin. Also, there is an inherent dissonance that beauty soaps cannot give germprotection and that germ protection soaps cannot be good for the skin. Thisproblem became a sweet spot for the brand and the campaign.

The ad shows a traditional south Indian daadi, played by Revathi, having a sweet tiff with KirronKher, a boisterous north Indian naani, about their teenage granddaughter's beauty. While the naani wants her granddaughter to have beautiful skin, the daadi strongly advocates germ protection. Their granddaughter quickly resolves the argument by selecting the best of both worlds, the new Godrej No.1 Germ Protection Soap. She says that it has the natural protection of neem and coconut milk which will make her skin soft.

Sunil Kataria, Business Head India and SAARC, Godrej Consumer Products Limited (GCPL), said, “Over the years, Godrej No.1 has believed in making the consumers experience the goodness of natural ingredients for skin care. With our promise of always giving relevant benefits to the consumer, we have introduced the new Godrej No.1 Germ Protection Soap, a dual benefit soap that is infused with the germ protection benefits of neem and coconut milk that provides soft skin. We have launched this soap with a heart-warming TVC that shows how north and south Indians prefer different things. It is beautifully brought alive by KirronKher and Revathi, who will be seen together for the first time.”

Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “This is meant for the kind of consumer who seeks duality in her life. The one who wants to be outdoors, but still wants to look after her beauty. The task was for Godrej No.1, a soap that always promised beauty, to enter the germ protection category without compromising on its beauty credentials. The duality was an important story to tell. And what better way to say it than with two charming grandmothers with opposing views on what soap their granddaughter should use after a hockey match? KirronKher, playing a beauty conscious Punjabi grandmother, and Revathi, playing a health-conscious, practical Tamil grandmother, bring alive this conflict.”

Talking about the marketing expectations, Kataria said, “The plan is to do a high impact launch through this new TVC on the national and regional channels, leverage vernacular print advertising to create further persuasion, massive trial generation plan by cross promoting the new soap with current franchise, leverage radio and mobile in a large way in media dark markets.”

 The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client:  Godrej No.1

Creative agency: Creativeland Asia

Production house: Chrome Productions

Director: AleyaSen Sharma

Info@BestMediaInfo.com

Info@BestMediaInfo.com