Godrej Consumer Products launches TVC for its new liquid detergent

Godrej Consumer Products Limited (GCPL has introduced Godrej Fab, a liquid detergent. The detergent has been exclusively launched in Southern India. As part of the launch, a TVC of Godrej Fab has also been unveiled across South India. The commercial is conceptualized by Lightbox, the in-house creative studio of GCPL. The TVC features comedians who are household names in the south – VTV Ganeshan and Redin Kingsley.

Commenting on the launch, Ashwin Moorthy, Chief Marketing Officer - India, Godrej Consumer Products Ltd (GCPL), said, “Godrej is a pioneer in the liquid detergent category with Ezee - dominating the market in North and East with its winter specialist credentials. From household insecticides; hair colour to soaps, Godrej Consumer Products has always democratised categories. With Godrej Fab, too, we are leveraging our expertise in the liquid detergent category and making it accessible to everyone, thereby democratising access to quality laundry care.”

He further added, “The liquid detergent category is one of the fastest growing categories. This growth is due to increased household penetration of washing machines across South. Consumer awareness and adoption of liquid detergents is also growing with features such as easily soluble format, quality wash experience and more fragrance compared to powder detergents. Godrej Fab will further support the growth of the category by catering to consumers who seek an enhanced laundry experience at a competitive price point.”

Speaking on the Godrej Fab TVC’s creative thought, Shalini Avadhani, Lead Creative Strategist - Lightbox, Godrej Consumer Products Limited (GCPL), said, “Reputation is a lot like a white shirt – Pure and powerful when clean, but also delicate enough to be ruined by a simple stain. When both are at stake, we wanted the brand to be the heroic saviour. We felt a weighty payoff like this is best delivered with comedy.”