The 360 degree communication encourages non-users to swap their ordinary beauty soap with FairGlow.
Neha S | Delhi | March 1, 2011
Godrej FairGlow has launched a unique activation program - ‘No Samjhauta’ campaign to encourage non-users into sampling the soap thereby building FairGlow’s relevance in one’s beauty regimen which revolves around achieving a lighter skin. Over the next few months, women & other citizens across major cities in Maharashtra and Punjab will be encouraged to swap their ordinary beauty soap with FairGlow.
Godrej Consumer Products Limited (GCPL), a leading player in the FMCG industry in India, has a presence in the fairness segment with its soap brand – FairGlow. The company has re-launched FairGlow soap, which continues to be India’s largest selling fairness soap, in a new and attractive pack and shape along with the revolutionary fairness + proteins formula which reduces melanin that causes skin darkening giving a fairer look with every wash
Targeted at the fairness seeker, the communication campaign highlights - “Besides other things that I do/use for fairness, I should also be using a specialist fairness soap” – FairGlow.
The ‘No Samhjhauta’ campaign is being promoted heavily through a radio campaign to urge women exchange their ordinary beauty soaps with FairGlow.
The re-launch is also being supported by a TVC featuring Saumya Tandon of ‘Dance India Dance’ fame and ‘Zor ka Jhatka’ with SRK.
The campaign also offers an opportunity to consumers to send in their ‘No Samjhauta Story’ about instances in their lives where when faced with a choice, they chose not to compromise on taking the not easy but the right decision. These inspiring stories will give participants a chance to win a cash prize of Rs.5lacs as recognition for their uncompromising spirit.
This initiative will also see famous celebrities joining hands with the Godrej FairGlow ‘No Samjhauta’ campaign visiting various societies/hotspots to convey the merits of the soap to women & other residents.
The ‘No Samjhauta’ campaign aims to target over 18000 households across cities. The campaign has received an overwhelming response. Within a week of the campaign, approximately 13440 soaps have been swapped and still counting!