Godrej Consumer Products unveils its first shot-at-home TVC for Godrej No.1 soap

Conceptualised by Creativeland Asia, the campaign is devised as a public interest and awareness campaign

e4m by exchange4media Staff
Updated: May 2, 2020 12:22 PM  | 3 min read
Godrej No 1

Godrej No. 1, the soap brand from Godrej Consumer Products Limited (GCPL), unveiled its first home-shot TVC stressing the importance of regular handwashing. Considering the nation-wide lockdown, this TVC was shot professionally in eight hours with the entire team working remotely from home. Godrej No.1 urged people to maintain hand hygiene in accordance with the World Health Organisation (WHO) guidelines of washing hands regularly with soap as a safety measure against COVID-19. This campaign is devised as a public interest and awareness campaign with a TVC and print leg to it.

The TVC begins with the husband walking in with a bag of essentials supplies and removes his mask while placing his bag on the table. He informs his wife about him having brought the supplies to which the wife responds asking her husband about the next thing he needs to do. She then hands him Godrej No.1 soap and says that the no.1 way to ensure protection against Coronavirus is! Her husband completes her sentence and continues on the importance of washing hands with soap while thoroughly cleaning his hands. The TVC concludes with the message of this having been issued in public interest.

Commenting on the TVC, Sunil Kataria CEO – India and SAARC, Godrej Consumer Products Limited (GCPL) said, “While hand hygiene has always been important, we wanted to communicate to households that it should be the topmost priority to beat COVID-19. The current pandemic can be prevented at an individual level if one ensures that hand hygiene is maintained at all times. Effective handwashing, while at home due to the lockdown or even after it is lifted, should be followed as a habit. We are proud of the fact that the TVC was shot completely from home keeping in mind the regulations within a record time of eight hours.”

Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “The idea was to deliver the message that we need to keep washing our hands repeatedly with soap to fight against coronavirus and make it a ritual. We made this ad on a video call. The director directed, the actors took instructions, and the creative director reviewed - all on a call. There were 10 of us on the call for 8 hours to pull this off.”

Godrej No.1 is supporting the fight against COVID-19 by empowering communities in India. The brand has ensured adequate production and supply of its soaps along with distribution of soaps to stakeholders. Through partnerships with digital apps like Zomato and Swiggy, Godrej No.1 has ensured people get the soap directly at their doorstep without the hassle of getting out of the home. It is empowering individual retailers by partnering with B2B supply chain startup Shop Kirana for direct supplies of Godrej No.1 soaps.

Godrej No.1 partnered with FICCI (The Federation of Indian Chambers of Commerce and Industry) in Kolkata for distribution of free soaps to make sure that the message of hand hygiene reaches every household in the city. Godrej No.1 is also working with many institutions, NGO and civic bodies to fight this current pandemic and promote hand hygiene.

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