Godrej Consumer Products Ltd: #Shaadikitayaari with Godrej Expert Rich Crème

Godrej Consumer Products Limited, a consumer goods company, increased top of mind awareness for Godrej Expert Rich Crème (GERC) by targeting its ads around wedding content on YouTube and wedding season in India.

Campaign Details

Brand: Godrej Consumer Products Ltd.Lead Agency: Mindshare IndiaRegion: APAC

Strategy

Objective

Godrej Expert is a market leader in the hair color category and is well penetrated in urban and rural markets through different product lines. The brand plans activities all throughout the year however, festivals and wedding are the most important intervention to increase market penetration and maintain the leadership position.

The task was to create a TOM recall for Godrej Expert Rich Crème to win more than fair share of New Triers entering the category this wedding season. Thus, making it important...

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