New Delhi: After a hotly contested pitch, Publicis Worldwide India has been chosen by Godrej Consumer Products Ltd. (GCPL) to manage the integrated creative duties for Godrej ProClean, a newly launched range of floor, toilet, and bathroom cleaners.
Godrej ProClean marks GCPL’s foray into the Rs.2600 crore surface cleaning and disinfecting solutions market that has witnessed fast growth after the pandemic hit last year. Increased awareness about cleanliness and demand for hygiene has pushed consumers towards durable new-age products as against traditionally used cleaners like phenyl.
On the new partnership with PWW India, Godrej Consumer Products Ltd, category head, VP marketing, Somasree Bose, said: “Publicis Worldwide stood out with their strategy, creative approach, and enthusiasm for the brand. The team at Publicis understood our goals and their outlook was in sync with our thought process. Their performance across other brands made our decision much easier. We look forward to working together.”
Godrej ProClean is a newborn brand in a category with already established players and is looking to make its mark and earn its fair share of the market.
Expressing his views on the collaboration, Publicis Worldwide & BBH, CEO, Subhash Kamath India said it was a very interesting challenge in an increasingly relevant and growing category: home hygiene. “It needed a fine blend of strategy and creativity across platforms, in an integrated solution. We're thrilled to be chosen as their partner by Godrej and our mandate is across mainline and digital thinking,” he added.
Sharing his views on the win, Publicis Worldwide & BBH, India, CEO and CCO, Russel Barrett said: “When a product or a venture is born out of a real and specific consumer need, the job of any creative agency needs to be that much more relevant. We were genuinely excited to work on a brand like Godrej ProClean for exactly that reason. We look forward to creating some category-defining work along with our brilliant client partners at Godrej.”
Highlighting the communication objective for the brand, Publicis Worldwide India, executive director, Suraj Pombra said: "Godrej ProClean is a brand born in and of the pandemic – and it feels special to be chosen to co-nurture it. As an integrated mandate, it allows us to bring the full might of our thinking into play across platforms. Publicis & Godrej have had successful partnerships before, so this is also special as a homecoming of sorts.”
