Marico launches integrated campaign for Protect Range of Disinfectants
In a new campaign launched by Marico Limited and BBH India, surfaces talk! The car seat, the toilet seat, bags, parcel and work desk, all complain about being touched, sneezed and coughed on. There is only one way to shut them up – Marico’s Travel Protect and House Protect surface disinfectants.
Launched earlier in July, Marico’s Protect range comes in two variants – Marico’s Travel Protect and Marico’s House Protect. Both are available in easy to spray formats, contain 77% alcohol and help sanitise surfaces immediately by killing 99.999% germs. Both variants are effective against viruses, bacteria and fungi on multiple surfaces without the need to wipe them down after spraying.
Conceptualised and executed by BBH India, the campaign conveys the efficacy and convenience of both products in a simple, sharp and witty manner. A 360-degree integrated effort, the campaign includes both ATL and BTL ideas covering all consumer touchpoints. The linchpin of the campaign is a series of 5 films that will be aired across digital media and television. Complimenting the films are banner ads on e-commerce websites, gifs across social channels and 6 seconders which will help build relevance.
Commenting on this, Koshy George, Chief Marketing Officer, Marico Limited said, “As we move towards unlocking the country, rigorous hygiene practices will be an integral part of our routine. Recognising the need of the hour, we launched the Protect range of surface disinfectant sprays. Our awareness campaign conceptualised by BBH is an effort to highlight the importance of proper hygiene practices while emphasising the ease of using Marico’s Travel Protect while venturing out.”
Russell Barrett, CEO & CCO, BBH-PWW India added, “We chose to use humour for this campaign as there are already way too many things to be truly worried about in these times. Marico’s House Protect and Travel Protect silence the voices that worry about any surface’s’ potential dangers and are an essential part of our new reality.”
Marico Limited has been innovating and intensifying its hold in the category, having entered the hand hygiene segment with the launch of Mediker Hand Sanitizer, first-of-its-kind fruit and vegetable cleanser Veggie Clean and a complete personal care range – KeepSafe. For the Protect range, Marico has partnered with housing finance company HDFC and cab aggregator Ola to help them continue to offer safe services to their customers and employees.
- Agency: BBH India
- Chief Creative Officer & CEO, BBH-PWW India: Russell Barrett
- Chief Executive Officer, BBH-PWW India: Subhash Kamath
- Chief Strategy Officer & MD, BBH-PWW India: Sanjay Sharma
- General Manager: Sarita Raghavan
- Creative Director: Nivedita Agashe
- Copywriter: Rohan Mathew
- Art Director: Akshay Keluskar, Jharna Sukhani
- Animator: Shirin Kekre
- Strategy Director: Purvi Mistry
- Senior Business Partner: Pinky Shah
- Business Partner: Shraddha Shetty