GCPL unveils multiple initiatives for its brands at Kumbh

GCPL promotes Goodknight Power Chip, Godrej Protekt Mr. Magic, Godrej Nupur and Godrej No.1 by making the Kumbh Mela visit a convenient one for devotees

e4m by exchange4media Staff
Updated: Feb 13, 2019 2:25 PM

In order to make the Kumbh Mela experience a safe and comfortable one for the devotees, Godrej Consumer Products Ltd (GCPL), the homegrown home and personal care company, has rolled out multiple initiatives of its brands such as Goodknight Power Chip, Godrej Protekt Mr. Magic, Godrej No.1 and Godrej Nupur.
GCPL has in the recent past launched many product innovations that are democratising categories like household insecticide, hair colours and hand wash not only in the urban but also in rural and small towns of India. 

To strengthen the connect with pilgrims from these regions; the company’s brands have created multiple avenues across the city to drive their proposition to visitors at Kumbh. Moreover, to break away from the brand clutter in the main commercial area of the mela, GCPL has also expanded its activity avenues to hotels that are spread across the city.

Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd (GCPL), said, “As the largest home-grown home and personal care company, GCPL aims at being present across all relevant consumer touch points to engage with consumers in a personalised manner. Kumbh Mela is amongst the largest religious pilgrimage of faith facilitating an emotional connection with people. Be it Goodknight Power Chip giving protection from mosquitoes, Protekt Mr. Magic that offers hand hygiene, Godrej No.1 or Godrej Nupur, all brands are seamlessly integrated to empower pilgrims and ensure a memorable experience for them at the Kumbh Mela.”

As part of the hotel initiative, Goodknight Power Chip has tied up with 25 hotels across Prayagraj (Allahabad) to offer devotees at Kumbh, a stay at a hotel, protected from mosquitoes. Over 800 rooms of partner hotels have the Goodknight Power Chip pre-plugged in the rooms. A promoter team makes weekly visits to hotels for refurbishment of chip and machine. This entire service is being offered in the hotels on a complimentary basis for the entire Kumbh period. 

The initiative has been also promoted through customised branded collaterals like hotel façade branding, reception tent cards and door tags in each room.
Further, on the way leading to the ghats, GCPL has created dedicated brand zones. These zones are managed by a team of promoters who engage the consumers through brand thematic activities. In one such zone made for Godrej Protekt Mr. Magic hand wash, a wash basin unit has been set up wherein visitors can wash their hands using Godrej Protekt Mr. Magic hand wash. 

Additionally, near the ghats Godrej No.1 and Godrej Nupur Henna based hair colour have also done branding of female changing rooms to enhance brand visibility amongst core audience.

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