Godrej Ezee 2-in-1’s new digital films showcase
Godrej Ezee, India’s leading washing solution brand from Godrej Consumer Products Limited (GCPL), launched a digital campaign with three films highlighting its Godrej Ezee 2-in-1 liquid detergent + fabric conditioner for regular clothes. Godrej Ezee 2-in-1 is a unique combination of liquid detergent along with fabric conditioner that helps to remove tough stains, add shine and softness along with leaving a refreshing fragrance on fabrics! This effective solution provides convenience along with cost reduction, with its one-step formula. Conceptualized by Wunderman Thompson Mumbai, the films aim to showcase the dual benefits of detergent and fabric conditioner in a single product.
The Godrej Ezee brand was launched in 1983 with a single focus of taking care of winter wear and woollens. GCPL expanded its detergent portfolio by introducing Godrej Ezee 2-in-1 for regular clothes earlier this year. Through these digital films, the brand aims to emphasize the latest 2-in-1 innovation as an all-purpose, all-year round offering. It can be used for office wear, kids wear, daily wear, bedsheets and more. With its advanced cleaning & pH neutral formula, Ezee 2-in-1 removes all kinds of stains without fabric damage or colour loss, leaving no residue behind. The formula is also encapsulated with fragrance molecules that make the clothes stay fresh all day long and it is suitable for both hand and machine wash.
The first film features the steep monetary benefit Godrej Ezee 2-in-1 offers with the goodness of liquid detergent + fabric conditioner in one vis-à-vis buying a liquid detergent and fabric conditioner separately leading to double cost. The second film highlights that the clothes washed with Godrej Ezee 2-in-1 remain fresh and look brand new even after multiple washes whereas regular detergents make the clothes lose their shine and colour after a few washes. The third film showcases how Godrej Ezee is not only for winters now and that the new Ezee 2-in-1 is a perfect one-step solution to wash regular clothes, everyday.
Commenting on the digital campaign, Sunil Kataria, Chief Executive Officer, India, and SAARC, Godrej Consumer Products Limited (GCPL), said, “With Godrej Ezee 2-in-1, we have not only expanded our detergent portfolio but also introduced a category redefining innovation. Our offering is a first-of-its kind product which combines two formats into one. Godrej Ezee 2-in-1 saves money for the households and ensure clothes remain fresh and fragrant. The digital films are conceptualized to highlight these key USP’s that makes the product stand out. We also intend to reiterate the message amongst consumers that Ezee is now a regular clothes detergent brand as well.”
Steve Priya, VP & ECD, Wunderman Thompson Mumbai, added, “We wanted to communicate that the new Godrej Ezee 2-in-1 has more than just 2 reasons that make it the preferred detergent. Each film highlights a key point along the consumer journey. From creating awareness of its superior cleansing with care credentials to making the sensible choice of not paying almost double for a liquid detergent and fabric conditioner. And also reminding buyers that Ezee is not just a ‘winter specialist’ for your woollens.”
The new Ezee 2-in-1 has been launched in three sizes - 40ml sachet for INR 10, 500ml bottle for INR 120, and 1L bottle for INR 230. The products are available across general and modern trade along with e-commerce platforms. GCPL has always had the legacy of trust and quality. With the new Ezee 2-in-1, the company is offering a superior quality product and dual benefits at a value for money offering.