Godrej Protekt unveils new campaign for its Protekt Mr. Magic powder to liquid handwash

The TVC is conceptualised by Creativeland Asia and communicates the innovation and the ease of making the handwash in an interesting way

Godrej Protekt, a range of hand hygiene products from Godrej Consumer Products Ltd, has unveiled a campaign for its recently-launched Protekt Mr. Magic, the first-ever powder to liquid handwash. It is a unique innovation in the world of handwashes.

Protekt Mr. Magic is Godrej Protekt’s solution to making handwash accessible at Rs 15, to every home in India, with its affordable price point and innovative powder to liquid format. The magic powder, when mixed with 200 ml water, turns magically into a handwash.

The TVC for Protekt Mr. Magic is conceptualised by Creativeland Asia. It communicates the innovation and the ease of making the handwash in an interesting way, through the TVC’s main protagonists – He is wondering how is she allowed to do all this, especially as parents these days are sceptical about letting their kids have this kind of fun fearing the risk of germs and diseases. The girl introduces him to Mr. Magic as a fun way to make handwash that lets kids be kids and provides protection from germs at extremely affordable price points. The TVC highlights that Protekt Mr. Magic is an enabler that allows everyone to explore the world without the fear of germs.

Commenting on the product, Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Limited (GCPL), said, “Perception of liquid handwash being expensive is a major reason behind many households not adopting the category. We have always dreamt of a future where every home will be able to afford a liquid handwash. Protekt Mr. Magic, the first-ever powder to liquid handwash, is infused with natural ingredients like Neem and Aloe Vera. With the germicidal properties of neem and the goodness of Aloe Vera, the product is soft on hands and tough on germs. Protekt Mr. Magic’s disruptive pricing of Rs 15 will make it easy for Indian households across segments and geographies to adopt this innovative format for a hygienic lifestyle.”

Commenting on the TVC, Anu Joseph, Chief Creative Officer, Creativeland Asia, says, “There are so many new things rolled into this revolutionary hand wash. And we had to tell the world about all of it. The fact that it is a DIY product, how to make it, what it is made of, how affordable it is, and of course, what it all means. The TVC does that with considerable ease and makes the point with great charm. All of it while maintaining the brand’s established tonality."

Protekt Mr. Magic is available in a single powder sachet and also in a combi pack comprising Protekt Mr. Magic empty bottle and powder sachet. The powder sachet is priced at Rs.15, which is one-third the cost of existing liquid handwash refills. This can potentially reduce consumers current expense on handwashing soaps estimated at Rs.30 to half. The combi pack is priced at Rs.35. This is less than half the price of current liquid handwash bottle packs. 
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