Godrej enters the air care category with the launch of 'aer'
Godrej Consumer Products Ltd (GCPL), India’s leading FMCG Company, today announced its independent foray into the air care category. ‘aer’, a premium air care innovation for cars and homes will be available across major cities in the country. After maintaining a leadership position in the household insecticide and hair colour category, the company will now strengthen its home care portfolio with the launch of ‘aer’. Positioned as a delightful and quirky brand, aer aims to bring alive consumer experiences to enhance their personal space, either at home or in the car.
aer will be available in three variants – Cool surf blue, Petal crush pink and Fresh lush green. These variants are a blend of sweet-scented essential oils and fragrant solvents resulting in a refreshing experience. The product is a combination of high functionality and break out aesthetics which is bound to provide a mesmerizing experience for consumers.
Announcing the launch of aer, Nisaba Godrej, President Human Capital and Innovation, Godrej Group said, "aer is not a spelling mistake. aer is a range of designful and delightful air care products with simple, intuitive, functional delights – an experience we believe people would love."
In the car freshner segment, aer car fresheners will be available in two formats - dashboard perfume and diffuser. Consumers can place the car perfume bottle on the dashboard or in the cupholder. The diffuser fits easily into the car blower or AC Vent with an on and off button. This button allows consumers to adjust the fragrance according to their individual preference. In the home care segment, aer will be available in an aerosol format. The diffuser will be priced at Rs 225 with a trial offer, the dashboard perfume at Rs 299 and the aerosol can at Rs 110.
Also speaking on the launch, Sunil Kataria, EVP, Marketing & Sales, GCPL, said, “Air care is an exciting category which has been witnessing growth in excess of 20% per annum. The growth in the air care category has been driven by an increasing consciousness amongst consumers to enhance their lifestyle and personal image. aer is an outcome of intense market research, consumer insights and design led innovation. We are confident that consumers will lap up the aer experience.”
aer will be launched with an extensive 360 degree communication campaign, beginning with a delightful new television commercial. In addition, aer will also be supported by an innovative digital media promotion and on ground consumer initiatives.