Godrej Consumer Products: Godrej No.1 presenting Punjab Di Beauty No.1

Godrej No.1 collaborated with a popular music channel in Punjab 9xM Tashan and launched a crowd-sourced music video to connect with audiences.

Campaign Details

Brand: Godrej No.1Lead Agency: Mindshare IndiaRegion: APAC

Strategy

Objective

The Indian soap industry is highly concentrated with top 50 brands holding almost 90% market share. Most brands still focus on how they can beat the body odour, freshness, fairness, etc. However, some are moving towards skin care as a value added benefit.

Godrej No.1 is now the 3rd largest soap brand by volume with strong footholds in North & West. However, competitive business tactics have resulted in it losing market share in Punjab.

Therefore, the objective was to build TOM recall for Godrej...

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