How Godrej No. 1 Aloe Vera White Lily brings 'unexpected appreciation'
The DDB Mudra creative team has explored one of the most unexplored, yet equally charming relationships – that of Bhabhi and Nanad – to bring out the brand's core message
BestMediaInfo Bureau | Mumbai | June 20, 2013
Godrej No. 1 is the 3rd largest soap brand in the country. It believes that natural means are the best way to attain beauty, and it delivers this through its exotic ingredients. The Aloe Vera & White Lilly is its new variant launch, which adds to its existing natural ingredient based range.
The launch campaign, conceptualised by DDB Mudra, aims to build equity on two parameters: it contains natural ingredients and makes the skin naturally beautiful, while continuing to build aspiration and beauty cues.
The Godrej No. 1 woman sees herself in the context of her family, and derives her joy from the closeness of her many relationships. The challenge therefore was to tie in the new variant within this code of the brand: Natural beauty, so endearing that it leads to unexpected appreciation from close ones.
When it comes to appreciation of beauty, it mostly comes from a man. But when you have a brand that stands for 'unexpected appreciation of natural beauty', this relationship does not necessarily stand the test. The creative team explored one of the most unexplored, yet equally charming relationships – that of Bhabhi and Nanad. This relationship has tease, fun and competition – and is certainly unexpected.
The story is of a Nanad visiting her Bhabhi's maternal home in Shimla. The Nanad playfully comments that her city is even more beautiful than Shimla. Bhabhi is surprised on the impossibility of that being true, and in the process finds herself being unexpectedly appreciated – for her natural beauty and the beauty she brings to the city.
In the imagery and treatment, the campaign stayed true to the Godrej No. 1 ethos. In contrast to other beauty brands which show the grandeur and awe that beauty brings, the film showcases a natural beauty which we find everyday and celebrates it.
The campaign is supported by mass media, along with platform and in-store branding.
Ashish Phatak, Group Creative Director, DDB Mudra, said, “The challenge was to take the brand and its association with natural beauty forward, without making it another run of the mill campaign. So instead of talking about the benefits of the product directly we looked into our TG's life. This helped us in coming up with the idea of unexpected appreciation and it blended with the product beautifully."
Aman Mannan, Group Creative Director, DDB Mudra, said, "In order to take the idea forward, we explored new relationships in our protagonist's life and finally came up with a script that featured one such relationship, that of a Nanad and a Bhabhi. Traditionally, this relationship in India is that of conflict, so appreciation coming from such a relationship would be truly unexpected.”
The TVC:
Credits:
Agency: DDB Mudra Mumbai
Office Head: Rajiv Sabnis
CCO: Sonal Dabral
Business Head: Shally Mukherjee
Creative Head: Aman Mannan, Ashish Phatak
Art: Siddhesh Khatavkar, Naresh Dhondi
Copy: Anshu Sharma, Srijan Shukla
Account Management: Amrita Basu
Account Planning: Amit Kekre, Gitanjali Saxena
Films Department: Siddhi Bhopale, Pravin Misal
Director: Ram Baruch
Producer: Hozefa Alibhai, Ravi Bhagchandka
Production House: 200 Not Out
Production Executive: Natasha Malhotra
Agency Producer: Vishal Sane