Godrej Aer sticks to core promise of incredible fragrances

After the fragrant print innovations, Godrej's new range of air fresheners has now gone on TV. Created by Creativeland Asia, the ad shows a young man getting into his hatchback, and being told that his new Aer car fragrance has magic in it. Not the kind that will make his car bigger or grander, or make him immensely popular, but just simply that it has a great fragrance that can be started with the click of a button.

Sunil Kataria, executive vice president, marketing and sales, GCPL, said, “The three distinct fragrances – Cool Surf Blue, Fresh Lush Green and Petal Crush Pink along with Aer’s unique brand positioning, make it stand out in the air care segment. The TVC compliments the invigorating and quirky aspects of the brand and communicates exactly what aer promises to deliver – a delightful experience.”

Anu Joseph, executive creative director, Creativeland Asia, added, "In a category that's all about exaggerating what a car or home fragrance can do, Aer's philosophy is purely based on what it can deliver – incredible fragrances and nothing else. The TVC is straight from the brand's manifesto that states that a fragrance can't change your world or improve your mood or, for that matter, make your car feel bigger."

The TVC is part of an integrated campaign that includes digital, on-ground and print. A website based on the same idea is already live.
 

Credits:

Client: Godrej Consumer Products Ltd
Agency: Creativeland Asia
Film Production: Nomad Films