Campaign launch - Godrej aer power pocket's new TVC
Godrej aer, India’s leading home, car and bathroom fragrance brand, announced the launch of Godrej aer power pocket, a power-packed bathroom fragrance range which will replace its existing aer pocket range. The newly launched power pocket has a complete fresh set of fragrances which delivers upto 30 days of fresh smelling bathroom. Godrej aer power pocket comes with advanced power gel technology which gives power-packed and long-lasting fragrance. The newly launched delightful fragrance options are Sea Breeze, Fresh Blossom, Berry Rush, Lavender Bloom and Floral Delight. The launch of power pocket will be supported by a TVC campaign that will highlight the product features and increase its visibility.
Godrej aer launched the game-changing Godrej aer pocket in 2016, creating a new product category in the market, offering premium fragrances for bathrooms. This has been one of the most successful products for Godrej aer. Now, the brand has re-innovated to introduce newer fragrances which are stronger, more powerful and long-lasting offering in the form of aer power pocket. The unique power gel technology ensures the fragrance reaches every corner of the bathroom.
While power pocket range will replace the existing aer pocket, the price remains unchanged. A single unit of Godrej aer power pocket (any variant) is available at INR 55. In addition to single units of power pocket, the brand is offering a combo pack of 3 power pocket fragrances for INR 165 (includes 3 units) and a combo pack of 5 for INR 275 (includes 5 units). The new aer power pocket is available across general and modern trade along with e-commerce platforms.
Speaking about the launch, Sunil Kataria, Chief Executive Officer, India and SAARC, Godrej Consumer Products Limited (GCPL), said, “Godrej aer pocket redefined the category of bathroom fragrances when it was launched in 2016. With constant focus on innovation, the brand is committed to provide consumers superior products at an affordable pricing with the latest technology. The new Godrej aer power pocket is a revolutionary product in the category offering advanced power gel technology. We are also offering 5 exciting new fragrance options, empowering consumers with more to choose from. To support the launch and drive visibility for power pocket, we have launched a new TVC highlighting the stellar qualities of this new offering.”
The TVC, conceptualised by Creativeland Asia, communicates the USPs of aer power pocket. It focuses on the longevity aspect while also highlighting the new refreshing fragrances.
The film played up the disbelief factor about the long-lasting claim with a playful interaction between a brand endorser and a non-believer. This has been showcased by the perfect protagonists- a young couple who challenge each other. The plot is a banter between a husband and wife, where the skeptical husband constantly checks on Godrej aer power pocket again and again on different days. Every time the husband goes into the bathroom to check, he is pleasantly surprised to find that the fragrance still there. Eventually, while he loses the bet with his wife, Godrej aer power pocket clearly wins him over.
Commenting on the TVC, Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “The proposition was single-minded. We had to deliver the message that the fragrance of Godrej aer power pocket lasted for 30 days. It’s almost unbelievable. True to aer’s quirky tonality, we used the fact that it’s incredible, as the central thought. The disbelief became the idea. I think the ad delivers the message in a memorable way.”