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Godrej Consumer Products Limited (GCPL) has introduced Godrej Fab, a high-performance liquid detergent exclusively launched in Southern India; Godrej Fab is available at an attractive price point of INR 99 for a one-litre bottle, thus offering a good quality product at almost half the cost compared to other liquid detergents in the market.
Commenting on the launch, Ashwin Moorthy, chief marketing officer for India at Godrej Consumer Products Ltd (GCPL), says, “With Godrej Fab, we are leveraging our expertise in the liquid detergent category and making it accessible to everyone, thereby democratising access to quality laundry care.”
He further adds, “The liquid detergent category is one of the fastest growing categories. This growth is due to increased household penetration of washing machines across South. Godrej Fab will further support the growth of the category by catering to consumers who seek an enhanced laundry experience at a competitive price point.”
The liquid detergent category is one of the fastest growing categories in India’s FMCG sector. The growth of liquid detergents is spearheaded by the Southern region that commands close to half of overall nationwide sales.
As part of the launch, a TVC campaign of Godrej Fab has also been unveiled across South India. The commercial is conceptualised by Lightbox, the in-house creative studio of GCPL. The TVC features comedians who are household names in the south – VTV Ganeshan and Redin Kingsley.
Speaking on the Godrej Fab TVC’s creative thought, Shalini Avadhani, lead creative strategist at Lightbox, Godrej Consumer Products Limited (GCPL), says, “Reputation is a lot like a white shirt – Pure and powerful when clean, but also delicate enough to be ruined by a simple stain. When both are at stake, we wanted the brand to be the heroic saviour. We felt a weighty payoff like this is best delivered with comedy.”
Watch the ad here:
Since a year, there has been a noticeable drop in rural volume due to inflation and erratic monsoons. While the demand in cities is leading the overall growth with urban incomes more resilient, companies expect rural volume to recover on the back on a decent monsoon, which generally translates into higher sales after a quarter lag.
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