Godrej No.1 soap goes to town in turf-covered van

Activation for the new soap was conceptualised by Candid Marketing in Mumbai

BestMediaInfo Bureau | Delhi | July 8, 2013

Mother Nature has kept several gifts in store for us. Natural ingredients are abundant with goodness that enhances beauty and have medicinal properties as well; they are a perfect combination of ingredients which repair as well as beautify skin without any harmful effects. Godrej No.1 too has harnessed this goodness of natural ingredients in all its soaps. Recently, the brand launched a new soap – Aloe Vera & White Lily. This unique combination of two natural ingredients promises its users soft and beautiful skin, naturally.

Candid Marketing, a strategic brand activation agency, conceptualised a unique van campaign to spread awareness about the product and generate trials. The van was covered entirely with turf to bring alive the USP of the product. This weeklong activity culminated last weekend and targeted housewives in Mumbai by contacting them in crowded areas and marketplaces outside RWAs.

Announcements were made using a 'bhopu' when the van was about to reach a desired touch-point. The turf covered van immediately caught attention of the TG and attracted them towards the activation. Residents of each area in the route plan were then explained the benefits of Godrej No.1 Aloe Vera & White Lily soap.

Commenting on the activity, Amrita Kumar, Managing Partner, Candid Marketing, said, “The activation was unique and exciting. The idea behind the activity was to highlight the natural ingredients used in the product. This was brought alive very well with the turf used to fabricate the van, which have never been done before. The week long activity garnered huge excitement on-ground and helped drive trials.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com