Godrej Protekt’s new TVC introduces India’s first powder to liquid handwash

Protekt, India’s most trusted personal and home hygiene brand from Godrej Consumer Products Ltd, has released a new TVC for Protekt Magic, India’s first powder to liquid handwash.

Conceptualized by Creativeland Asia, the TVC is aimed atbuilding awareness forthe powder to liquid format which provides 99.9% germ protection at an affordable price of just INR 15. This is crucial in the new normal world where handwashingis essential to stay protected against COVID-19. The film also marks the launch of a new lime variant of Protekt Magic.

The film opens with a female doctor coming over to visit her sister and nephew. The child is excited to greet his favourite aunt who giftshim Godrej Protekt Magic handwash. The mother intervenes telling the doctor that a liquid hand wash is unnecessary.

However, her own kid points out that this is not any ordinary hand wash and instead is Godrej Protekt Magic. He then goes onto show how to make this hand wash. The doctor points out that it gives 99.9% protection from Covid-19 germs. At this point the mother is wary as she believes this liquid hand wash will be expensive.

The doctor then reassures her sister that Godrej Protekt Magic is very affordable and priced at just INR 15. Mother is most excited at this news.

The TVC ends by concluding that medical practitioners put their trust in the ultimate protection of Protekt Magic for their family. This stresses the fact that be it an expert or a mother, both want the best for their family and Protekt Magic is committed to ensure the family stays safe and healthy.

Sunil Kataria

Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Ltd (GCPL), said, Godrej Protekt has always focused on providing affordable yet superior hygiene products to its consumers. Protekt Magic is one such offering which stands out and is a category game-changer.

“With this new TVC, our aim is to create awareness for the powder to liquid format and highlight 99.9% germ protection which is now available at an affordable price point of INR 15.

“We would like to further penetrate the market and increase trials of this unique product. The TVC also highlights the newly launched lime variant along with the existing neem and aloe veravariant,” Kataria said.

image-Anu-Joseph-CCO-Creativeland-Asia-Godrej Appliances-Cricket-Campaign-MediaBrief
Anu Joseph

Anu Joseph, Chief Creative Officer, Creativeland Asia, said,“This is truly a revolutionary product – magical, I would add. It’s magic at so many levels – innovation, price point and germ protection. Our effort was to make a piece of communication that actually called out all the magic in the product. And we did that in Protekt’s unique way – with delight and expertise.”

Bring home the magic of protection with Mr. Magic handwash. Just add the powder, pour water and shake. It’s easy to use and gentle on the skin. With the power of natural ingredients and 99.9% germ protection, it protects your family just like you do.

Your thoughts, please