The COVID-19 has turned out many new opportunities to the companies, in which Godrej Protekt, a hygiene brand from Godrej Consumer Products Limited (GCPL) is taking its own place by positioning its new innovative products such as health soap and air & Surface Disinfectant spray with creative TVC’s. These new TV ads clearly showcase how the brand is reaching Indian homes. As people in India are more emotional towards relationships, these ads try to bring that by showing cute banters between a mother who is also a doctor and her son who is smartly making demands to her.
This TV ad focuses on explaining how the brand protects your family against bacteria and viruses. They also tell that unlike other health products that have a hospital-like smell, Godrej Protekt has a pleasant fragrance. In this ad, the child frequently points out that the product kills 99.9% of germs. In both the TV ads the mother is later revealed as a doctor who considers the ultimate protection for the child. This stresses the fact that both the mother and the doctor want the best product for her family.
Sunil Kataria, CEO-India and SAARC for Godrej Consumer Products Limited speaking about the new TVC’s said that their product has always focussed on giving the best quality hygiene products to its customers. He also added that validation of the child’s trust by the mother is the sentiment highlighted to position their product. Anu Joseph, Chief Creative Officer, Creativeland Asia who conceptualized and executed this ad said they have brought out the brand’s expertise in germ protection by showcasing the delight of product experience.
Showing the concern of the mother towards her child to protect him from the germs has made these ads won the trust of the people of India. This brand also came up with new campaigns like “#protect little hands and Mr.Magic” with this same theme of placing the sentiment. All these ads focus on putting forth that the brand and its product safeguard your family against germs, bacteria, and viruses considering the present situation around us which is the main reason for the ad’s success.
