Godrej No.1 presents a sweet North-South tiff to bring out its dual benefit

Godrej No.1 soap has rolled out a new campaign to support the launch of its Germ Protection variant. The ad, conceptualised by Creativeland Asia, features two veteran actresses – Kirron Kher and Revathi – to speak about the dual benefits that the soap provides, that of a germ fighter and a skin moisturiser.

The Indian woman of today desires to be outdoors and this result in a tug of war between staying protected and looking beautiful. As a consumer, she seeks protection from dirt, grime and dust while maintaining her natural beauty. But, germ protection soaps today, apart from killing germs, tend to be harsh on the skin. Also, there is an inherent dissonance that beauty soaps cannot give germ protection and that germ protection soaps cannot be good for the skin. This problem became a sweet spot for Godrej No.1 and they came up with a unique idea for their new Germ Protection Soap, which is infused with the benefits of Neem and Coconut Milk. Neem is a natural germ fighter and Coconut Milk is a skin moisturiser. Using nature’s goodness to be tough on germs without causing harm to the skin is the soap’s key differentiator and the TVC builds on this.

The ad shows a traditional south Indian daadi, Revathi, having a sweet tiff with Kirron Kher, a boisterous north Indian naani, about their teenage granddaughter’s beauty. While the naani wants her granddaughter to have beautiful skin, the daadi strongly advocates germ protection. Their granddaughter quickly resolves the argument by selecting the best of both worlds, the new Godrej No.1 Germ Protection Soap. She says that it has the natural protection of Neem, and Coconut Milk, which will make her skin soft.

Sunil Kataria, Business Head - India and SAARC, Godrej Consumer Products, commented, “Over the years, Godrej No.1 has believed in making the consumers experience the goodness of natural ingredients for skin care. With our promise of always giving relevant benefits to the consumer, we have introduced the new Godrej No.1 Germ Protection soap, a dual benefit soap that is infused with the germ protection benefits of Neem and Coconut Milk that provides soft skin. We have launched this soap with a heart-warming TVC, and the TVC shows how north and south Indians prefer different things. It is beautifully brought alive by Kirron Kher and Revathi, who will be seen together for the first time.”

Elaborating on the campaign, Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “This is meant for the kind of consumer who seeks duality in her life. The one who wants to be outdoors, but still wants to look after her beauty. The task was for Godrej No.1, a soap that always promised beauty, to enter the germ protection category without compromising on its beauty credentials. The duality was an important story to tell. And what better way to say it than with two charming grandmothers with opposing views on what soap their granddaughter should use after a hockey match? Kirron Kher, playing a beauty conscious Punjabi grandmother, and Revathi, playing a health-conscious, practical Tamil grandmother, bring alive this conflict.”

Godrej No. 1 Germ Protection Soap ad:
https://www.youtube.com/watch?v=k4sTUppocIw