Godrej Consumer Products Ltd (GCPL), has roped in Mona Singh of Jassi Jaissi Koi Nahin (a popular serial on the Sony channel) to be the brand ambassador for Godrej No.1 soaps.
Godrej No.1 soap is the largest selling brand of Grade I Soap in the country and Jassi will be conveying the importance of using Grade I quality soaps to the viewers.
The new Godrej No. 1 ad 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."
Godrej Soaps and Jassi both stand for the Sachchi prakritik sundarta proposition, according to the company.
The campaign educates people the advantages of using Grade I quality soaps that produce more lather, last longer and thus is a great value-for-money proposition. (75 gm bar of Grade III toilet soap would last for 28 baths compared to Grade I soap which lasts much longer .)
"The new look Jassi has been a user of Godrej No. 1 soaps for over a decade now. Jassi is an exact fit as the brand personality of Godrej No. 1 which is simple, unpretentious, down-to-earth girl-next-door", says Dr R.K. Sinha, Executive Vice-President, GCPL.
Godrej No.1 soap was launched in 1922.
This 83-year-old 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.
Godrej No. 1 soap rely on below-the-line promotions, and for the past 5 years it has been selling at a 3+1 free offer in the market.
In 82 years, the brand has spent less than what a major soap brand would spend in a month of heavy promotions (Rs 12-13 crore), according to the company.