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Godrej FairGlow Launches No Samjhauta Campaign

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.

[youtube]http://www.youtube.com/watch?v=f9Dm0ccBxSU[/youtube]

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!

Neha@BestMediaInfo.com

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