Godrej Consumer Products (the FMCG arm of Godrej Industries whose products include Cinthol, Godrej No1, Good Knight, HIT, Renew, Godrej Expert, Godrej Aer) is betting big on innovation and repositioned its flagship brand Cinthol as a premium personal-care brand with its ‘Alive Is Awesome’ campaign in September 2012. The company revamped its entire range of deodorant sprays, introduced three new variants of premium soaps and also launched the new Cinthol Shower Gel.
According to Sunil Kataria, Chief Operating Officer, Sales and Marketing SAARC, GCPL, the company’s strength lies in the strong brand platforms across its three core categories of home (Good Knight and HIT), personal (Cinthol and Godrej No1) and hair care (Godrej Expert).
He added, “We have very strong and differentiated brand platforms which straddle both, premium and popular space – that’s our strength. Our other strength is that as a company we have a very strong urban and rural distribution.”
With innovation being the key, the company’s had five back-to-back launches in the last one year. In fact, GCPL had upped its advertising and publicity expenses by 48 per cent in the last quarter, largely on the back of these new launches. GCPL has also increased R&D competencies and has identified areas to expand knowledge and competencies.
Kataria shared that the company would continue to back innovations with investments and every product launch will also be backed by the right kind of investment. “It requires serious bandwidth and ability to execute five mega launches successfully; we have done that in the last one year. That’s our innovation mindset and you will see more product launches happening from our stable, he added.
While TV continues to remain the lead medium, GCPL is looking to increase its spends on digital, consumer activations, print and radio. In fact the company is looking at the digital space as an opportunity.
Testimony to this is the Cinthol Alive and HIT Kill Malaria campaigns which the firm undertook on the social media space. In February 2013, the Cinthol deo spray campaign featuring cricketer Virat Kohli was broken first on YouTube. People were also asked to tweet about what they thought was in Virat’s head, along with the hashtag #InViratsHead. The company’s latest campaign, takes off from the earlier campaign with a new hashtag #ChallengeVirat, where a video of Virat asks followers to throw a challenge at him, with an opportunity to meet him and settle it face to face. To ensure engagement and interactivity, Virat will respond personally, via a series of videos, to some of these challenges.
“We want to be a digital-fit organisation and make sure that our digital quotient is high. We are looking at resourcing our teams differently, looking at enhancing the competencies, and as a focus area, we are making digital a core part of our entire media strategy,” concluded Kataria.