Godrej protekt gears to spread 'happy' health

After making its presence felt in the modern trade, protekt is all set to expand its footprint by entering into general trade. Protekt armed with new packaging, formulation and fragrance will now be available at 70,000 neighborhood retail outlets in urban areas across India.

Sensing the increase in consumers’ consciousness towards their families’ health & wellness, Godrej protekt brings to you a family of products that’s always there to protect your family. Protekt is innovating with product formats, by creating sub-segments catering to a spectrum of target audience, with attributes such as freshness, energy and skincare while still providing holistic germ-protection.

In line with the look and feel of the brand, the  range offers quirkily named products such as master blaster , master chef and happy foam- which is the first foam based soap; all of which provide germ protection while taking care of the skin and maintaining its natural softness. Besides the naturally derived hand sanitizer and handwash, the range will also include mosquito-repellent sprays.

"As a brand, we believe in constantly innovating and creating convenient, interesting formats, catering to the needs of an ever evolving customer base. The new range of Godrej protekt fits the bill completely. The protekt range with a clean-green-happy conscience includes an alcohol-free hand Sanitizer, Happyfoam – a foaming handwash for kids, Masterchef’s handwash built to fight stubborn kitchen odours and Masterblaster – a handwash that leaves your hands soft and germ-free along with a water based mosquito repellant. These products will not only deliver guaranteed nonstop protection but also attach a feeling of happiness to the methods of sanitation. From the vibrant colours of the packaging to the lighthearted feel of the advertising campaign, protekt will definitely change people’s perspective towards the personal hygiene and protection category thus giving the segment an upward growth trend,” says Sunil Kataria, Business Head - India and SAARC, Godrej Consumer Products Limited (GCPL)

Protekt offers comprehensive protection for the whole family in a natural and delightful manner through differentiated, functionally superior products as 98% of the ingredients used are naturally derived. Much like the vibrant look of the product and packaging, the brand campaign has a youthful look with a focus on ‘happy health’.

The first commercial in the campaign has already hit the tube. The visually-captivating film utilizes an eclectic combination of live action and table top shots using state-of-the art motion capture cameras and other equipment. It opens on a friendly voice over introducing Godrej protekt handwash to the viewers. The voice over continues to spell out each unique feature of the hand wash that differentiates it from its competitors, juxtaposing each line against stunning macro product and ingredient shots that help create a film that sets a new craft benchmark in its category.

With this new advertisements, protekt breaks away from the cliché hand wash commercials, having images of creepy germs and doctors clad in lab coats and protection shields, by creating fun yet informative ad campaigns that are cheerful and refreshingly different.

Speaking about the commercials, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia Pvt. Ltd. says, “Godrej protekt gave us an opportunity to rethink and redesign communication for a category that usually thrives on the clichéd “use us or fall ill and stay out of school” fear psychosis. The whole effort on Godrej protekt is to stand out cheerfully and refreshingly in a category that is otherwise used to doling out emotional blackmail disguised in a CSR/charity sort of a tone. It is also fabulous when you get to work on products that live up to the cheerfulness.”