No matter how much one wants their children to stay clean and germ-free, it is inevitable that they will come home with torn clothes, dirty face, dirty hands, et all. Godrej Protekt’s new campaign recognises this fact and gives out the simple message that little hands will wander and germs shouldn’t come in the way of that.
In a category that works on fear psychosis, the #ProtektLittleHands campaign depicts how children love to explore the world through their hands and how it is important to not impede that exploration. The film is a montage of little hands, doing the usual, like playing with dirt, drawing in the dust and being their pesky little selves in general. The film is accompanied with a catchy rhyme sung by a child, which lends the film a breezy feel.
Speaking about the campaign, Sunil Kataria, Business Head India & SAARC, Godrej Consumer Products Ltd, said, “Kids these days are inquisitive, enthusiastic and unstoppable. You can’t control them from exploring the world around them and in the process getting their hands dirty. And we know dirty hands mean lots of germs. Protekt believes that parents should encourage their kids to step out of home and explore, as it plays an important role in their development. This thought formed the base of our new campaign #ProtektLittleHands, a campaign which encourages kids to explore all those things which makes them wonder without thinking about getting dirty or worrying about germs. Godrej has always been a conscious brand that is committed to consumer’s health and over all benefit. As a thought leader in the category, we want to bring about a behavioural change and promote a healthy habit of keeping your hands clean and germ free."
Explaining the thought behind the campaign, Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “What better way to get a mom to keep a hand sanitiser handy than to get kids sing to her the reason why she should? The idea was to throw light on the fact that a child’s hand is constantly busy exploring, and in the process getting really dirty. It’s simple, yet memorable.”
BestMediaInfo.com also got in touch with a couple of advertising folks to understand how they like the campaign.
“It’s a nice sweet way to tell moms to keep a sanitiser handy. Though I really believe the inquisitive and curious nature of kids could have been demonstrated better by adding more naughtiness and fun to what the little hands are shown doing,” said Damodaran Krishnan, Group Creative Director, Cheil India.
Sagar Kapoor, Executive Director, Creative, Lowe Lintas, said, "While the execution is cute and endearing, the insight is too used and has no new dimension. Also because the insight is not just for kids, well even grown ups’ hands are always up to some messing up. So, it comes across as another ad on handwash."
Brand: Godrej Protekt
Agency: Creativeland Asia
Director: Shalini Harshwal
Production house: Happy Elephant Films