Campaign details

Brand: Ezee Detergent
Brand owner: Godrej Group
Lead agency: Wunderman Thompson
Country: India
Industries: Cleaners & detergents
Media channels: Point-of-purchase, in-store, Social media, Television
Budget: 500k - 1 million

Executive summary

Ezee, a specialist liquid detergent for woollen clothes, lost relevance when premium powders offered just as good a wash for woollens. It became relevant again through a phenomenal turnaround of an almost five times increase in the sales growth rate by leveraging on a strong consumer insight. It shifted its offering from a functional benefit (washing better) to an emotional benefit (looking better).

Market background and cultural context

Godrej Ezee– the boxed in 'winter care specialist'

Godrej Ezee had been the leader in the liquid detergents category since 2000, with a market share of 65%. (Source: Value MAT March 2017) It had built its relevance by positioning itself as superior to powder detergents that damaged delicate woollen wear due to their harsh chemicals.