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.