Godrej Consumer Products Limited has launched liquid detergent Godrej Fab, and a brand campaign to promote the new product. The detergent has currently been launched only in south India. The commercial is conceptualised by Lightbox, the in-house creative studio of GCPL.
The campaign film features comedians VTV Ganeshan and Redin Kingsley. VTV Ganeshan plays a politician holding meetings and campaigning for votes, while Kingsley plays his loyal assistant, putting him up on a pedestal and drumming up support for the leader among the masses telling people that even the politician’s thoughts were white, symbolic for being clean and pure. An accidental nudge and a flying cup of tea threaten to ruin the politician’s crisp white shirt, but is saved in the nick of time. Shirt, and reputation saved.
Ashwin Moorthy, Chief Marketing Officer – India, Godrej Consumer Products Ltd, said, “Godrej is a pioneer in the liquid detergent category with Ezee – dominating the market in North and East with its winter specialist credentials. From household insecticides; hair colour to soaps, Godrej Consumer Products has always democratised categories. With Godrej Fab, too, we are leveraging our expertise in the liquid detergent category and making it accessible to everyone, thereby democratising access to quality laundry care.”
He added, “The liquid detergent category is one of the fastest growing categories. This growth is due to increased household penetration of washing machines across South. Consumer awareness and adoption of liquid detergents is also growing with features such as easily soluble format, quality wash experience and more fragrance compared to powder detergents. Godrej Fab will further support the growth of the category by catering to consumers who seek an enhanced laundry experience at a competitive price point.”
Shalini Avadhani, Lead Creative Strategist – Lightbox, Godrej Consumer Products Limited, said, “Reputation is a lot like a white shirt – Pure and powerful when clean, but also delicate enough to be ruined by a simple stain. When both are at stake, we wanted the brand to be the heroic saviour. We felt a weighty payoff like this is best delivered with comedy.”
