Mumbai: Genteel, the detergent brand, from Godrej Consumer Products Ltd (GCPL), unveiled its first television commercial (TVC) campaign for Tamil Nadu. This new campaign marks a significant milestone for Genteel as it introduces a reformulated product, along with a refreshed branding and packaging strategy, to deliver superior performance and an enhanced sensorial experience. The TVC showcases Genteel’s ability to remove stains delicately, without being harsh on clothes and make them shine like brand new.
With the detergent category undergoing a transformation, Genteel recognises evolving consumer needs, where liquid detergents are gaining momentum due to their care and sensorial aspects. Its unique formulation preserves the lustre, strength, and colour of garments, thereby extending their lifespan and restoring their shine to a like-new condition. Additionally, Genteel incorporates a remarkable three-week fragrance lock feature ensuring clothes maintain a fresh and rejuvenated scent for up to 21 days after washing.
Conceptualised by GCPL’s in-house creative studio Light Box, the TVC beautifully captures a playful interaction between a mother and her two daughters and emphasises how Genteel cleans clothes gently, making them shine like new. The film opens with a scene of a young girl admiring herself in the mirror, wearing a beautiful dress. Her younger sister looks at her and expresses her desire for a new dress as well. The older sister reminds her that she received a new dress just last month. However, intentionally spills ketchup on her dress, and approaches her mother (amma) with a sad expression, claiming she accidentally ruined her dress. The mother, aware of her daughter’s trickery, smiles and reassures her that it’s alright, saying they will get her a new dress. The little girl winks at her older sister, feeling triumphant that her plan worked. The mother, seeing through her trick, smiles and decides to wash the dress with Genteel detergent.
The mother then takes the ketchup-stained dress, washes it with Genteel, and surprises her daughter by presenting the cleaned dress, looking brand new with a bow on it. The younger girl believes she successfully fooled her mother, unaware of the clever deception. The TVC concludes with visuals of the Genteel product and the text on the screen reading, ‘Genteel: Clothes that Shine Like New’, highlighting the detergent’s ability to rejuvenate garments and make them look brand new.
Godrej Consumer Products Ltd (GCPL) Category head of home care Shekhar Saurabh said, “We are thrilled to re-introduce Genteel with a reformulated product & with refreshed packaging. Our focus was on creating a quality product in line with our current consumer needs. The enhanced formula of Genteel delivers absolute cleansing making clothes shine like new.”
He further added, “We are excited to see how Genteel’s reformulation and fresh TVC campaign resonates with consumers.”
Godrej Consumer Products Ltd (GCPL) head of brand equity Thomas Dawes said, “When it comes to clothes, kids today are demanding and smart enough to get what they want. The modern mother must therefore stay smarter, so her child is contented without being spoiled. This new fabric of parenting itself makes for the perfect canvas for the brand. After all, Genteel helps to keep clothes looking new, making it her perfect ally.”
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