It's our Jassi again going to do the talking for Godrej Consumer Products Limited. The company has roped in Mona Singh (popularly known as Jassi after her stint with Sony in Jassi Jaisi Koi Nahin) for the brand Godrej No. 1. The idea is truly to use the girl next-door image. The campaign has been created by Mudra.
Interestingly, Godrej No. 1 has opted for the "new-look Jassi" rather than the older version of Jassi for the film. Dr Rakesh K Sinha, VP-Marketing, said, "Mona Singh's character in the serial personifies the consumer segment Godrej No. 1 is targeting. The older Jassi is very much a property of the serial and it's unethical to use such properties without the owners' content."
The campaign takes a typical situation inside any Indian home. The theme of the campaign revolves around the proverbial statement, 'All that Glitters is not Gold. All soaps are not Grade I quality soaps'. Sinha said that Godrej No. 1's proposition is 'sachchi prakritik sundarta' and Singh fits into this value very well. "The synergies between the television actress and Godrej No. 1 soap make for an ideal brand fit - simple and unpretentious," he said.
In the campaign, Jassi goes on an educational trip, informing the customers of the advantages of using Grade I quality soaps that produce more lather, last longer and is a great value-for-money proposition. The company claims that Bureau of Indian Standards specifies that Grade I quality soaps contain more than 76 per cent TFM (Total Fatty Matter) in them. Godrej No 1 soap confirms the BIS specification as a Grade I quality soap and hence one of the best soaps available in the market.
This brand enjoys a volume market share of 6 per cent. It is the 5th largest selling soap in the country and tops in Punjab/Haryana with a 20 per cent market share.
The company is planning on new marketing initiatives for the season. Asked if the company is planning to focus more on below-the-line activities, he said, "We are not going to focus just on below-the-line activities but work towards marketing activities that would benefit the consumer. Certain offers such as the 3+1 offer that would directly benefit the consumer would continue." Asked if the company is looking at any price revisions, Sinha said, "There will be no changes in the price".