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...