Godrej Consumer Products Limited (GCPL) has recently launched a television commercial to promote their new affordable liquid detergent. The TVC aims to highlight the product’s quality and affordability, targeting consumers in Southern India. This move by GCPL is expected to reshape the laundry care category and cater to the growing demand for liquid detergents in the region.
Godrej Fab is a high-performance liquid detergent introduced by GCPL exclusively in Southern India. The product offers a superior laundry experience at an attractive price point, making it accessible to a wide range of consumers. With a one-litre bottle priced at just INR 99, Godrej Fab provides a cost-effective alternative to other liquid detergents in the market.
As part of the launch, Godrej Consumer Products has unveiled a TVC campaign for Godrej Fab across South India. The TVC features popular comedians VTV Ganeshan and Redin Kingsley, who add a touch of humour to the advertisement. The creative concept behind the TVC aims to position Godrej Fab as a reliable and effective solution for all laundry needs, emphasising its ability to preserve vibrant colours and leave clothes fresh and fragrant.
Shalini Avadhani, the lead creative strategist at Lightbox, GCPL, explained the creative concept behind the Godrej Fab TVC, likening reputation to a white shirt: pristine and potent when unblemished, yet vulnerable to damage from even a minor stain. Emphasising the brand as the heroic rescuer when both are in jeopardy, she believes that a weighty message like this would resonate best through humour.
The launch of Godrej Fab comes at a time when the demand for liquid detergents is rapidly growing in India’s FMCG sector. The Southern region, in particular, has witnessed a surge in the adoption of liquid detergents, with close to half of the nationwide sales coming from this region. Consumers are increasingly seeking easily soluble formats, quality wash experiences, and enhanced fragrances, which liquid detergents can provide.
RTM Watch’s Take
Godrej Consumer Products’ launch of Godrej Fab and the accompanying TVC campaign reflects the company’s commitment to democratising access to quality laundry care. By offering an affordable liquid detergent, GCPL aims to tap into the growing demand for such products in the Southern region. The competitive pricing of Godrej Fab, combined with its superior performance, is likely to attract a wide range of consumers who seek both quality and affordability in their laundry care products.
