Godrej Protekt highlights 'naturally derived' formula, adopts cheerful tone to promise protection

Watch the TVC conceptualised by Creativeland Asia here

Dec 28, 2015 10:43:00 AM | Video | Campaign India Team

Godrej Consumer Products has launched a TV campaign for its Godrej Protekt range, conceptualised by Creativeland Asia. 
The agency had bagged the account three months ago following a multi-agency pitch, adding to its portfolio of brands from the Godrej Consumer Products stable.
The film introduces 'Godrej Protekt Master Blaster Handwash' to a family. A narrator tells viewers that it's not just another handwash, but one made with naturally derived ingredients, while visuals seek to corroborate the claim. Members of the family, including children, are shown using the product as the brand signs with the message: 'Meet the family that's here to protect yours'.
Sajan RaJ Kurup, founder and creative chairman, Creativeland Asia, said, “Godrej Protekt gave us an opportunity to rethink and redesign communication for a category that usually thrives on the clichéd 'use us or fall ill and stay out of school' fear psychosis. The whole effort on Godrej Protekt is to stand out cheerfully and refreshingly in a category that is otherwise used to doling out emotional blackmail disguised in a CSR/charity sort of a tone. It is also fabulous when you get to work on products that live up to the cheerfulness.”
Sunil Kataria, COO – sales and marketing and SAARC, Godrej Consumers Products, said, “As a brand, we believe in constantly innovating and creating convenient, interesting formats, catering to the needs of an ever-evolving customer base. The new range of Godrej Protekt fits the bill completely."
He added that the Protekt includes a hand sanitiser, Happyfoam (foaming handwash for kids), Masterchef’s hand wash (for stubborn kitchen odours) and Masterblaster (that promises to leave hands soft and germ-free along with a water-based mosquito repellant). 
Kataria added, "These products will not only deliver guaranteed non-stop protection but also attach a feeling of happiness to the methods of sanitation. From the vibrant colours of the packaging to the lighthearted feel of the advertising campaign, Protekt will definitely change people’s perspective towards the personal sanitation and protection category thus giving the segment an upward growth trend.”
Client: Godrej Consumer Products
COO, sales and marketing: Sunil Kataria
Creative agency: Creativeland Asia
Founder and creative chairman: Sajan Raj Kurup
Production house: Offroad Films
Director (film): Mikon Van Gastel