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Tag: Anu Joseph

  • Godrej’s AI washing machine cleans up the detergent residue problem

    Godrej’s AI washing machine cleans up the detergent residue problem

    MUMBAI: Godrej is out to scrub away an invisible laundry menace – leftover detergent. Its latest ad campaign for the brand’s AI-powered front load washing machines takes a bubbly problem and turns it into a cheeky, watchable spin.

    The campaign zeroes in on something most of us don’t notice but often feel: detergent residue clinging stubbornly to freshly washed clothes. Over time, it can dull colours, roughen fabrics and even irritate skin. Enter Godrej’s new AI-powered turbidity sensing technology, which can detect detergent traces in the wash cycle and rinse out up to 50 per cent more of the harsh stuff.

    To get the message across, Godrej has rolled out a series of 20-second films that exaggerate the problem to comic effect. In each film, detergent makes a foamy, surprise appearance playful, over-the-top and impossible to ignore before the smart washing machine swoops in with its fix.

    Godrej Enterprises Group head of marketing- appliances business Swati Rathi, explained. “Detergent residue is a real but often overlooked issue. Our AI-powered turbidity sensing tech ensures smarter washes, gentler fabric care and skin-friendlier laundry.”

    The campaign, conceptualised by Creativeland Asia, leans on humour to drive home the point. “We took an invisible problem and dramatized it until it couldn’t be ignored,” said co-founder & creative vice-chairman Anu Joseph.

    The films are live across digital video platforms and give laundry care, quite literally, a whole new spin.

  • Godrej Industries celebrates International Women’s Day with #InvestInWomen campaign

    Godrej Industries celebrates International Women’s Day with #InvestInWomen campaign

    Mumbai: As the world commemorates International Women’s Day, Godrej Industries proudly launches the #InvestInWomen campaign, showcasing the transformative impact of investing in women across its diverse portfolio of businesses.

    Aligned with the global theme, Godrej Industries highlights its commitment to empowering women within its offices, factories, and laboratories. The campaign unveils inspiring stories of success, both big and small, as a result of the company’s unwavering dedication to gender inclusivity.

    From witnessing a rise in farm yields to maximising production on factory floors, Godrej Industries acknowledges the pivotal role women play in driving success. The laboratories are depicted as buzzing hubs of innovation, thanks to the contributions of women, while the sales force has become an unstoppable force, thanks to the company’s investment in female talent.

    In crafting homes for everyday joys, creating hair colors with gentle poise, and keeping vector-borne diseases at bay, Godrej Industries emphasizes that investing in women has a profound impact on various aspects of its business. Moreover, the company proudly declares its role in fostering the growth of Indian SMEs through its commitment to women empowerment.

    Commenting on this occasion, Godrej Industries executive director and chief brand officer Tanya Dubash said, “As we commemorate International Women’s Day, let us affirm that investing in women isn’t merely a commitment; it’s the very cornerstone of our success. Empowering women across our organization ignites innovation, fuels growth, and sparks positive transformation. We staunchly believe that when the potential of every individual is unleashed, a better world is not just possible, but inevitable. The #InvestInWomen campaign stands as a jubilant celebration of the remarkable contributions of women within Godrej.”

    Creativeland Asia co-founder and creative vice chairman Anu Joseph added, “With the UN’s theme for Women’s Day this year being about investing in women, we realised that at Godrej, they have been doing this for decades now. Little steps they took years ago, across the board, have already started bearing fruit. We wanted to showcase this, and at the same time, also highlight Godrej’s promise of not stopping in their efforts to bring about an equal future.”

    This women’s day, join Godrej Industries in recognizing the vital role of women in every aspect of business, and foster a more inclusive and equitable future.

  • Cinthol says ‘Wake Up Alive’ in its latest TV campaign

    Cinthol says ‘Wake Up Alive’ in its latest TV campaign

    Mumbai: Godrej Consumer Products Ltd’s (GCPL) soap brand Cinthol has unveiled a new TV campaign ‘Wake Up Alive’ urging people to start every morning with the blast of its Cinthol Lime and Cinthol Cool Soap’s freshness.

    The TVC, conceptualised by Creativeland Asia, takes viewers on a visual treat capturing varied landscapes. After the ‘Alive is Awesome’ campaign last year, Cinthol once again aims to uplift the spirits of consumers who are homebound due to the pandemic, the brand said in a statement.

    “Cinthol stands for freshness and promises to deliver the most refreshing bathing experience. With this new film, we want to highlight how a shower with Cinthol Lime or Cinthol Cool is all you need to make your day fresher,” said GCPL, CEO – India & SAARC, Sunil Kataria. “The blast of lemony freshness and icy cool menthol will make you feel fresher than ever, and with 99.9 per cent germ protection, you won’t just stay fresh but also protected.”       

    Creativeland Asia, chief creative officer, Anu Joseph, added, “True to Cinthol’s philosophy of bringing alive every moment, this film captures how a lazy morning on a mountaintop quickly transforms into a ride of a lifetime for a bunch of friends. The bathtub becomes a boat, and a regular bath transforms into an alive bathing experience involving streams, snow, and a frozen lake. That’s the experience Cinthol Lime and Cool variants promise every single time – To wake up alive.”

  • Godrej releases digital film ‘The Little Things We Do’ to Commemorate Republic Day

    Godrej releases digital film ‘The Little Things We Do’ to Commemorate Republic Day

    MUMBAI: Godrej Group has unveiled  a fascinating digital film named #thelittlethingswedo, to commemorate India’s 71 Republic Day. When the 122-year company looks back at its journey, it is immensely grateful for the opportunities that have come its way for being able to play its part in 'Making India'.

    Godrej wanted to share this story through the eyes of children as certain qualities like the purity of intent and a sense of unbridled imagination and enthusiasm in everything Godrej does, are things that it hopes to capture through #Thelittlethingswedo film.

    Commenting on the film, Godrej executive director and chief brand officer Tanya Dubash said, "We are humbled and honored to be playing a critical part in our nation's 'Making India' story. The film, #thelittlethingswedo, crafted through the eyes of little kids is our tribute to India's seven glorious decades of being a republic and Godrej's partnership in the growth journey. The film not only showcases our innovations over the years but also highlights our contribution to building the nation."

    "It's amazing the width and depth of things that Godrej does and makes, and the role they have played in nation-building over the last 122 years. The film endeavours to capture all of that in a tone and manner we've all come to expect from Godrej – with utter humility and childlike enthusiasm." said Creativeland Asia chief creative officer Anu Joseph.

  • Godrej Expert unveils TVC for new easy 5-minute hair colour

    Godrej Expert unveils TVC for new easy 5-minute hair colour

    MUMBAI: Godrej Expert, India's foremost and largest selling hair colour brand from the house of Godrej Consumer Products Ltd (GCPL), launched a TVC of its latest innovation in the hair colour category; Godrej Expert easy 5-minute hair colour.  The new TVC featuring Sneha and Prasanna, is released in Tamil, Telugu, Malayalam, and Kannada languages for the South region.

    Through this campaign, Godrej Expert Easy 5-minute hair colour aims to create awareness about this new innovative hair colouring solution for consumers, which can eliminate all effort from conventional hair colouring process. It is the perfect solution for the busy time pressed consumer who is seeking a convenient hair colouring ritual.

    Conceptualised by Creativeland Asia, the film opens in a living room of a South Indian family where a father and daughter are having a sweet moment; the daughter is sitting on the father’s shoulders counting his grey hair. The daughter is surprised that the count of the grey hair has increased to 30 and expresses the same in a shocking way. The father refrains from colouring his greys as he feels hair colouring process is a very messy and cumbersome exercise. Just then the mother who is watching the conversation from far steps in and hands over Godrej Expert Easy 5-minute hair colour to her husband. He applies Godrej Expert Easy and the TVC signs off with a happy father who is pleased with the results and the convenience of usage.

    Speaking on Godrej Expert Easy and its TVC campaign, Godrej Consumer Products Ltd CEO – India and SAARC Sunil Kataria said, “Hair colouring is a tiresome process given the conventional hair colouring process and hence they often avoid it. Given the different formats, shampoo based hair colour format in India has had a dramatic growth in the last 4 years and one of the main reasons for this shift is the ease of product usage for the busy time pressed consumer. Through this TVC, we wanted to highlight the convenience of using a shampoo based hair colouring format which is not only quick but is also enriched with the benefits of amla and shikakai.”

    Commenting on the TVC,  Creativeland Asia Group chief creative officer Anu Joseph said, “Godrej Expert understands the conventional man and hence always find an engaging way to connect with their audience. It always has a certain appeal in its communication, and is constantly looking for topics that are relevant to its users, to be associated with.’’

    Actors Sneha and Prasanna, who are prominent names in the South Indian film industry, are now the brand ambassadors for Godrej Expert Easy. Southern region is a key market for Godrej Expert Easy 5-minute hair colour and thus the campaign is released in languages like Tamil, Telugu, Malayalam, and Kannada.

  • Godrej Appliances takes forward campaign #LetsStartRight

    Godrej Appliances takes forward campaign #LetsStartRight

    MUMBAI: With its latest Women’s Day campaign, Godrej Appliances fights subtle gender stereotypes by effortlessly marrying the philosophy of ‘Things Made Thoughtfully’ with the hashtag #LetsStartRight.

    The film shows a seemingly progressive household that agrees with the mainstream belief of women empowerment and equal opportunities. The father-in-law of the house admires it even when a positive change is seen happening in the society outside. But when it comes to his own home, unknowingly, the stance is different. A female fighter pilot on TV is lauded, but the daughter-in-law of the house is advised to leave her corporate job and be in what is deemed to be a more ‘female friendly’ profession.

    About the film, Godrej Appliances marketing head Swati Rathi said, “The thought of ‘Lets Start at Home’. #LetsStartRight was born last year during children’s day when we highlighted the stereotype of gender-based roles amongst children taking shape at home. We chose to carry forward the conversation on women’s day. Our latest film showcases how gender stereotypes are sometimes so ingrained in our mindsets that we don’t even realise the bias. This is true of even seemingly progressive families. Children are a critical element of this #LetsStartRight dialogue because they force us to rethink our biases and start afresh. Godrej has always believed in being a responsible brand and playing the role of a change agent for our country and society. We hope this film inspires people to introspect for themselves and change for better.”

    Speaking about the campaign, Creativeland Asia chief creative officer Anu Joseph said, “Godrej Appliances, as a brand, has been at the forefront of social change from the day it launched refrigerators in India more than 6 decades ago. It liberated women from having to cook three meals a day, and therefore being unable to step out to work. Women, even today, continue to face little prejudices at home. Sometimes, these discriminations are veiled. Sometimes, they are even made to sound like a good thing. This film tells a moment of truth story about one such hidden prejudice in a typical Indian home.”

  • Godrej says it’s “All Safe Here” on Republic Day

    Godrej says it’s “All Safe Here” on Republic Day

    MUMBAI: To mark India’s 70th Republic Day, Godrej launched the campaign, “All Safe Here”, featuring a video highlighting Godrej’s contribution to safety and security for the people in the country. The campaign has been conceptualised by Creativeland Asia.

    In a press statement, the brand said, “From securing homes with its unpickable locks to securing workspaces and banks. From helping create beautiful memories in green and safe Godrej homes to keeping germs at bay. From enabling a safe environment for kids at home or at play to fortifying our grounds in an effort to build a Malaria-free future India. From safeguarding the nation by manufacturing key subsystems for BrahMos and other missiles to a commitment towards making the world a lot greener.  Godrej has been continually at it. And will continue innovating constantly, to keep it #AllSafeHere.”

    Speaking about the project, Creativeland Asia chief creative officer Anu Joseph said, “Putting together Godrej’s list of contributions to the nation and how the company touches and safeguards so many million lives every day, is both an enriching and a humbling experience. It’s also poetic in a certain sense. The effort was to say the story in a simple and yet evocative way. That’s what we’ve done.”

    Godrej Group executive director and chief brand officer Tanya Dubash commented, “Godrej’s journey is intertwined with that of our country and we feel passionately about keeping India and our citizens safe. From Goodnight mosquito repellents to critical parts of Brahmos missiles, Godrej has contributed towards providing the nation with products and services that instill a feeling of protection in our consumers. On this Republic day, we reaffirm our commitment towards the nation and will continue innovating and creating products in line with this nation building philosophy.”

    Godrej and Boyce Mfg. Co. Ltd. executive director and president Anil Verma said, “At Godrej & Boyce, our mission has always been about enriching the quality of life every day, everywhere and a key element of this is that people feel safe and secure. It is a matter of pride to see so many of our businesses contributing to the wellbeing of Indians in so many different ways; we are truly privileged and blessed to be able to serve our country and our countrymen. On this Republic Day, we would like to renew our commitment to making all residents of India feel safer and, hence, more free than ever before.”

  • Godrej Appliances wants to break gender roles this Children’s Day

    Godrej Appliances wants to break gender roles this Children’s Day

    MUMBAI: This children’s day, Godrej Appliances brings #LetsStartRight, a campaign questioning the prevalent mindsets in the Indian society in terms of set gender roles and emphasising the need to break free early.

    The objective is to highlight an everyday story, where consciously and very often unconsciously, we condition our children with the age-old gender biases. 

    Gender stereotypes are often formed at an early age, in our everyday set ups. Take the kitchen for example which is the birthplace for some awesome food but awful stereotypes, one being that the kitchen is meant for girls.

    Conceptualised by CreativeLand Asia, the campaign is set up in the familiar construct of a home, capturing a simple moment between a grandmother and her grandchildren. It does not rely on histrionics and melodrama but nudges us subtly to rethink.  

    Godrej Appliances head of marketing Swati Rathi says, “Being in the home appliances space allows us to observe behaviour at home including how we shape our children. As our society still grapples with gender stereotypes like women must do the cooking, we felt the problem is best tackled if we start young. Children’s day seemed like a good day to share this point of view. We hope this simple campaign makes people reflect on the small unconscious ways in which we display our biases, reevaluate our ‘soch’ and our actions, and take small corrective steps.“

    CreativeLand Asia chief creative officer Anu Joseph adds, “In this case, the brief made the film. The marketing team was ready with a bold and clear brief. We had to just write a little story around it. A strong insight is a great place to start. Gender inequality and biases are always passed down and a matter of nurture. The kitchen is a great place to start corrective action.”

  • Godrej celebrates mothers’ ability to be omnipresent in new ad

    Godrej celebrates mothers’ ability to be omnipresent in new ad

    MUMBAI: Security solutions company, Godrej Security Solutions, has struck an emotional chord with mothers with its new digital video #MomsJustKnow. The one minute film very aptly portrays a mother’s ability to always know when and how to be by her child’s side no matter how near or far she is from her little one. Doffing its hat to working mothers on Mother’s Day, the heart-warming video subtly highlights the deftness with which mothers balance their professional and personal responsibilities.

    Conceptualised by CreativeLand Asia, the video beautifully portrays a mother and a child’s relationship based on trust, care and sense of security. The video begins with a child going about her daily chores such as finishing up her homework, eating her dinner before she heads towards her room to sleep. However, as she approaches her bedtime, she feels lonely and frightened. Her mother is not present to sing her a lullaby. Miles away, her mother who is on a business trip senses the anxiety as she has been keeping a watch on her daughter through the Godrej EVE application on her phone connected to the camera in her daughter’s room. She sings a lullaby and the daughter who is at first surprised to hear her mother’s voice, calms down and falls asleep.

    The video ends with a message that mothers just know how to be around and once in a while, we help.

    This campaign not only addresses the ability of a mother to always know when and how to be around her child but also showcases Godrej’s recently launched, India’s first wi-fi-enabled DIY home camera range – EVE (Easy Viewing Everywhere) that give the homeowners and residents the convenience and control to watch over their loved ones and engage with them through their smartphone from any part of the world.

    Godrej Security Solutions vice president and global head for marketing, sales and innovation Mehernosh Pithawalla says, “At Godrej Security Solutions, we are constantly working towards technology led innovations that give our consumers peace of mind. The film is part of our endeavour to show how we can help a mother stay connected and engage with her family even when she’s not around. Eve, the wi-fi enabled home security range allows one not just to watch over their loved ones but also engage with them while they are away.”

    CreativeLand Asia creative director Anu Joseph adds, “Mothers watch over their kids like nobody else can. They, in fact, have a special sense about their kids’ whereabouts and wellbeing. This product is an able ally to the all-knowing mother. And this film is a small tribute to them.”

    As a tribute to all the mothers, Godrej Security Solutions is also giving away EVE cameras to mothers across India on www.momsjustknow.in

  • Godrej protekt’s new campaign showcases kids’ curiosity

    Godrej protekt’s new campaign showcases kids’ curiosity

    MUMBAI: Kids are constantly relying on their senses to explore the world. When they come across something that fascinates them, their first instinct is to touch and feel the object. The fear of germs, dirt or even parental intervention does not stop them from doing so.

    Godrej protekt, a range of hand hygiene products from Godrej Consumer Products, has launched a digital film showcasing and encouraging kids’ natural tendency to learn about the world around them through touch.

    To showcase this, Godrej protekt conducted a short experiment by putting objects in front of kids and telling them to not touch it, instilling a sense of curiosity in them. 

    With the help of hidden cameras and conceptualised by Creativeland Asia, the ad showcases kids staring at the ‘Do not touch’ sign boards wondering what to do, and then going ahead and doing just what was expected of them—touching! The kids filmed touching everything–from wet paint to dirty cars to learn more about them.

    Godrej Consumer Products business head of India and SAARC Sunil Kataria said, “Godrej protekt as a brand believes that parents must let their children be children and encourage them to step out of their homes to explore the world. This has been the central idea of the social experiment protekt has carried out. The essence of a child’s curious mind is very well captured in the video. With protekt, we want to bring about a behavioural change and promote a healthy habit of keeping hands clean and germ free.”

    Creativeland Asia chief creative officer Anu Joseph added, “Godrej protekt has always encouraged kids to go out there and explore the world without any worry, while it promises to protect them from germs. This campaign is an extension of the same idea. A fun social experiment where we realised that there’s no stopping kids. They’ll do what they instinctively feel like doing, and that’s how they learn. And we mustn’t really get in the way, but just be there to make sure they are safe.”