Campaign Details

Brand: Godrej No.1
Lead Agency: Mindshare India
Region: 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 No.1 so as to regain the lost market share. However, to win market share in Punjab, Godrej No.1 needed a strong hook to engage users. Therefore, we decided to scan through the socio-cultural fabric of the state.

Target Audience

Food & Dhabas, Music, Beauty, Automobiles, etc. are inherited in Punjab's culture. But few facts about the Music in Punjab and is the socio-economic culture.

  1. India is one of the world's largest music markets with 1.3 billion music lovers. With localized streaming services offered by popular music apps like Gaana, Saavn, YouTube channels, etc, thus making it a key genre on mobile where audiences spend maximum time.
  2. Heady rise of Punjabi music is a result of several factors with 20 songs written, composed, recorded, and released every day.
  3. Organized Punjabi music is estimated to be at 200 Crs.