Creativeland Bags Godrej’s Health Care Brand Protekt
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 handwash 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 1000cr. soap brand Godrej No. 1.
On winning the account and making the film, Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia Pvt. Ltd. says, “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.”
On the brand launch, Sunil Kataria, COO- Sales and Marketing and SAARC, Godrej Consumers Products Ltd., adds, “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 repellant. 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 lighthearted 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 film has been directed by Mikon Van Gastel and produced by Offroad Films.
Category: Corporate and social , Health