Surfaces lift their voices in a new campaign initiated by Marico Limited and BBH India. Everybody complains of being touched, sneezed, and huddled in their car, bathroom, luggage, package, and work desk. The advertisements show that Marico’s Travel Protect and House Protect disinfectants quiet their continuing concerns regarding the two products which were launched back in July. All are easy to spray, contain 77% alcohol, and can instantly sanitize surfaces by destroying 99.99% germs. Both versions are effective on multiple surfaces against viruses, bacteria, and fungi without having to wash them after spraying.
The initiative, which was planned and carried out by BBH India, aims to convey all variants’ performance and comfort. The ATL and BTL concepts span all customer touchpoints, an interactive 360-degree effort. The linchpin of this initiative is a series of five movies distributed through new platforms and TV. In addition to the movies, banner ads are available on e-commerce websites, social channel GIFs, and six seconds which help create relevance.
So that Marico will continue to provide its clients and workers secure facilities, its Protect collection has been partnered with the housing fund corporation HDFC and cabin aggregator Ola. Since the Coronavirus shutdown began in March, Marico has launched hygiene products. Items like Medika Hand Sanitizer, Veggie Clean, a fruit and vegetable purifier, and a full range of individual treatments called KeepSafe have been added.
Koshy George, Chief Marketing Officer, Marico, commented on the new campaign of Travel Protect: “As we continue to open the world, robust hygiene will be an important part of the routine. We also released the Protect line of surface disinfectant sprays to understand the need for the hour. Our BBH conceptualized marketing strategy is to reinforce the importance of good grooming and to emphasize the ease of the use of Marico’s Travel Security. “We have opted to use humor for this initiative when just too many problems are very concerned these days,” said Russell Barrett, CEO and BBH-PWW India CCO.
Prabhakar Mundkur, a brand analyst, says the demand for sanitizers is explosive on the global scale, reflecting on the growing growth of goods in the Hygiene Sector. It is projected that by 2020 this will rise to $3.3 billion. No wonder stars including Marico and others joined the fray.” It is estimated that the global hygiene industry will improve compound speed by 2027 by 20 percent. The concern for ‘safety’ was quite irrefutable to COVID-19.
In psychology, Mundkur applies to the principle of Abraham Maslow, the structure of needs. Hygiene was called by Maslow an important psychological requirement for people who had met the simple physical requirements, such as air, food, and water. During the pandemic, we have switched from the important to the trivial. The need for grooming, washing, and staples has risen due to the need for protection. The advertising creates and affirms the new brand name, which the ads do, “he concludes.
