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.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

In the main phase, the music video promotions were done on leading mobile sites popular in Punjab and audiences had high affinity. YouTube, Voot, Facebook Saavn. To boost the reach of the video, we launched the video on a Vuclip – mobile network with high reach in Punjab. TV to Mobile targeting popular shows and music channels in Punjab also added recall for the Punjab Di Beauty no.1 music video.

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