Washing solution brand Godrej Ezee has launched a three-film digital campaign to highlight its Godrej Ezee 2-in-1 liquid detergent and fabric conditioner for regular clothes. Wunderman Thompson has conceptualised the campaign.
The first film features the monetary benefit Godrej Ezee 2-in-1 offers versus buying a liquid detergent and fabric conditioner separately. The second film highlights that the clothes washed with the product remain fresh and look new even after multiple washes. The third film showcases how Godrej Ezee is not only for winters but for everyday use.
Sunil Kataria, CEO, India, and SAARC, Godrej Consumer Products Limited (GCPL), said, “With Godrej Ezee 2-in-1, we have not only expanded our detergent portfolio but also introduced a category redefining innovation. Our offering is a first-of-its-kind product that combines two formats into one. Godrej Ezee 2-in-1 saves money for households and ensures clothes remain fresh and fragrant. The digital films are conceptualised to highlight these key USPs that makes the product stand out. We also intend to reiterate the message amongst consumers that Ezee is now a regular clothes detergent brand as well.”
Added Steve Priya, VP and ECD, Wunderman Thompson Mumbai, “We wanted to communicate that the new Godrej Ezee 2-in-1 has more than just two reasons that make it the preferred detergent. Each film highlights a key point along the consumer journey. From creating awareness of its superior cleansing with care credentials to making the sensible choice of not paying almost double for a liquid detergent and fabric conditioner. And also reminding buyers that Ezee is not just a ‘winter specialist’ for your woollens.”