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Creativeland Asia bags Godrej Protekt, launches cliché-breaking TVC

Conceptualized and created by Creativeland Asia, who won the account following a multi-agency pitch, the film steers away from the ‘fear psychosis’ approach of  creating a hand washing habit

BestMediaInfo Bureau | Delhi | December 28, 2015

Godrej-Protekt Click on the image to watch the TVC.

If the thought of a hand wash commercial incites images of creepy germs, doctors clad in lab coats and protection shields, then that’s exactly what Godrej Protekt aims to change.

With the help of its launch commercial, Godrej Protekt seeks to establish itself as a germ protection brand that’s thoughtful, fun and endearing, and unlike its competitors, steers away from the ‘fear psychosis’ approach of creating a hand washing habit.

The visually-captivating film utilizes an eclectic combination of live action and table top shots using state-of-the art motion capture cameras and other equipment. It opens on a friendly voice- over introducing Godrej Protekt hand wash to the viewers. The voice- over continues to spell out each unique feature of the hand wash that differentiates it from its competitors, juxtaposing each line against stunning macro product and ingredient shots that help create a film that sets a new craft benchmark in its category .

The film ends with the brand tagline,“Godrej Protekt, ek aisi family jo kare aapki family ke suraksha./Godrej Protekt, a family that’s here to protect yours.”

The campaign has been conceptualized and created by Creativeland Asia, who won the account following a multi-agency pitch. This is their seventh big win of the year.  Earlier this year, they also won the creative mandate for Godrej’s 1000crore soap brand Godrej No. 1.

Sajan Raj Kurup Sajan Raj Kurup

On winning the account and making the film, Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, said, “Godrej Protekt gave us an opportunity to rethink and redesign communication for a category that usually thrives on the clichéd “use us or fall ill and stay out of school” fear psychosis. The whole effort on Godrej Protekt is to stand out cheerfully and refreshingly in a category that is otherwise used to doling out emotional blackmail disguised in a CSR/charity sort of a tone. It is also fabulous when you get to work on products that live up to the cheerfulness.”

Sunil Kataria, COO- Sales and Marketing and SAARC, Godrej Consumers Products, added, “As a brand, we believe in constantly innovating and creating convenient, interesting formats, catering to the needs of an ever evolving customer base. The new range of Godrej Protekt fits the bill completely. The Protekt range with a clean-green-happy conscience includes a Hand Sanitizer, Happyfoam – a foaming handwash for kids, Masterchef’s handwash built to fight stubborn kitchen odours and Masterblaster – a handwash that leaves your hands soft and germ-free along with a water based mosquito repellent. These products will not only deliver guaranteed nonstop protection but also attach a feeling of happiness to the methods of sanitation. From the vibrant colours of the packaging to the light hearted feel of the advertising campaign, Protekt will definitely change people’s perspective towards the personal sanitation and protection category thus giving the segment an upward growth trend.”

The TVC:



Agency: Creativeland Asia

Founder & Creative Chairman: Sajan RaJ Kurup

Production house: Offroad Films

Director: Mikon Van Gastel

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