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Tag: Sunil Kataria

  • Godrej Hit gel TVC advocates safety from food poisoning

    MUMBAI: HIT – an indomitable market leader in the cockroach solution segment has launched HIT Gel Stick, an effective and affordable cockroach solution to enable every Indian mother to protect her kids & family from cockroaches. HIT Gel Stick, is a transparent gel which once applied remains effective for 7 days, kills cockroaches right at the point of entry and is very convenient to use.

    The brand has launched a new nationwide campaign with the tagline ‘HIT GEL STICK, Cockroaches Ko Ghustey Hi Maare’. The well-crafted campaign with a filmy twist highlights the product’s key offering of killing cockroaches’ right at the entry point and ensuring your home is safe from cockroaches.

    Godrej Consumer Products Limited business head – India & SAARC Sunil Kataria said, “Consumer research reveals that 80% of consumers have faced a cockroach problem, but less than 8% use branded cockroach solutions! Low adoption of specialist cockroach solutions by mothers is due to lack of awareness of the fact that cockroaches spread food poisoning and therefore are a serious threat to the health of her kids and family. Cockroaches enter our kitchen from dirty drains carrying germs and contaminate food and utensils, but they are seen only as unwanted intruders which disgust hence mothers settle for ineffective solutions to contain them.”

    He further added “Looking at this behavioural pattern of mothers, the launch of HIT Gel Stick is a strategic step towards building the cockroach solution category and the sustained media investment behind consumer education will drive relevance and lead to mass adoption of this new revolutionary product which will help in keeping the pest away from you and your family.”

    Thoughtful, fun and an endearing TVC begins with a mother watching a movie with her son and friend at home. As she reacts in awe on seeing her hero making a grand entry, her friend’s immediate focus shifts to the cockroach entering the kitchen. While the mother gasps in pain at every deadly blow of her hero, the friend replicates the same heroics for the cockroach that’s infecting the kitchen. As the film moves on to the climax, the friend tells the mother to ignore the hero and rather pay attention to the cockroaches entering her house that will cause food poisoning to her child. The mother pauses for a moment and the focus of the TVC shifts to the cockroach. The resemblance of the real and reel life scenes and their parallel portrayal in same sequence is what makes this TVC a slice of life!

    In a country that thrives on Bollywood, there couldn’t have been a better way to educate the consumers on cockroach prevention. The ad film is directed by Karan Shetty and produced by Madhukar Kotian and Vijay Carvalho.

    Watch Here

  • Godrej’s #DeoReborn and #DeoCalculator campaigns for Cinthol DeoStick

    Godrej’s #DeoReborn and #DeoCalculator campaigns for Cinthol DeoStick

    MUMBAI: Angels falling and women chasing men are the kind of commercials that are conventionally seen for deodorants. For a fairly significant amount time deo promotions have revolved around opposite gender fantasies and attractions. But today, with digitization and social media, promotion campaigns have become much more interactive with consumers.

    Godrej Consumer Products Limited Head – India and SAARC Sunil Kataria says that consumers have matured in today’s times and even while chasing image building for brands, the campaigns have to be rooted firmly to the ground.

    Recently, Godrej launched Cinthol DeoStick in the market. The campaign for the product is majorly focused on digital platforms. It started with the #DeoReborn campaign and then the #DeoCalculator was run as a sub campaign. Kataria says that the basic idea of the promotion comes from the product. As most products in the market are spray or gas based, Cinthol DeoStick is a deodorant for solving real problems. Even after so many brands marketing them heavily, the market penetration of deodorants is only 18 percent. Cinthol Deostick aims at increasing the users for deodorants in the country.

    Cinthol deostick started with #DeoReborn campaign whereby the three barriers of deodorants were promoted. Contrary to norm, the campaign’s message was that Cinthol DeoStick was non-alcoholic, lasted long and was cost effective. Playing on the ‘price quotient’, the social platform offered a great medium for Cinthol to reach out to its consumers.

    The idea was to show consumers what they could do with the money they saved if they bought Cinthol DeoStick. This triggered the concept of #DeoCalculator. All that the consumers had to do was to share the price of their deodorant on Twitter using hashtags #DeoReborn and #DeoCalculator. The #DeoCalculator generated a quirky customized infographic giving them options on how they could put the money saved to better use.

    The Twitter campaign was run for 2 days. This campaign is also running on other platforms like television and radio. The brand has also taken up activation events focusing on college campuses for better product interaction with the target audience.

    The DeoCalculator campaign has been designed by Creative Land Asia. According to the brand, the campaign received 2274 tweets and 2443 posts. 169 tweets were posted from the official handle @GodrejCinthol in response to Twitter users tweets.

    Kataria says that Godrej has been involved with many other audience engagement campaigns earlier also with products like HIT by launching a mobile app with dengue stories. He says that any brand that intends to reach out to the youth has to adopt the digital platform. His company has increased spends over the last two years on the digital platform and has plans to further double spends on the digital medium, he informs.

  • Godrej’s #DeoReborn and #DeoCalculator campaigns for Cinthol DeoStick

    Godrej’s #DeoReborn and #DeoCalculator campaigns for Cinthol DeoStick

    MUMBAI: Angels falling and women chasing men are the kind of commercials that are conventionally seen for deodorants. For a fairly significant amount time deo promotions have revolved around opposite gender fantasies and attractions. But today, with digitization and social media, promotion campaigns have become much more interactive with consumers.

    Godrej Consumer Products Limited Head – India and SAARC Sunil Kataria says that consumers have matured in today’s times and even while chasing image building for brands, the campaigns have to be rooted firmly to the ground.

    Recently, Godrej launched Cinthol DeoStick in the market. The campaign for the product is majorly focused on digital platforms. It started with the #DeoReborn campaign and then the #DeoCalculator was run as a sub campaign. Kataria says that the basic idea of the promotion comes from the product. As most products in the market are spray or gas based, Cinthol DeoStick is a deodorant for solving real problems. Even after so many brands marketing them heavily, the market penetration of deodorants is only 18 percent. Cinthol Deostick aims at increasing the users for deodorants in the country.

    Cinthol deostick started with #DeoReborn campaign whereby the three barriers of deodorants were promoted. Contrary to norm, the campaign’s message was that Cinthol DeoStick was non-alcoholic, lasted long and was cost effective. Playing on the ‘price quotient’, the social platform offered a great medium for Cinthol to reach out to its consumers.

    The idea was to show consumers what they could do with the money they saved if they bought Cinthol DeoStick. This triggered the concept of #DeoCalculator. All that the consumers had to do was to share the price of their deodorant on Twitter using hashtags #DeoReborn and #DeoCalculator. The #DeoCalculator generated a quirky customized infographic giving them options on how they could put the money saved to better use.

    The Twitter campaign was run for 2 days. This campaign is also running on other platforms like television and radio. The brand has also taken up activation events focusing on college campuses for better product interaction with the target audience.

    The DeoCalculator campaign has been designed by Creative Land Asia. According to the brand, the campaign received 2274 tweets and 2443 posts. 169 tweets were posted from the official handle @GodrejCinthol in response to Twitter users tweets.

    Kataria says that Godrej has been involved with many other audience engagement campaigns earlier also with products like HIT by launching a mobile app with dengue stories. He says that any brand that intends to reach out to the youth has to adopt the digital platform. His company has increased spends over the last two years on the digital platform and has plans to further double spends on the digital medium, he informs.

  • Cinthol DeoStick redefines deodorization in India

    Cinthol DeoStick redefines deodorization in India

    MUMBAI Constantly bringing in the wave of evolution right since its inception in 1952, Cinthol has always strived to give its consumers the best in the personal grooming space. Be it with the first vegetable oil based deodorising, complexion soap to the more recently launched Cool menthol-based soap and insta-deo based germ protection soap. Cinthol, in its endeavour to remain relevant to youth by offering them innovative products, is all set to launch the Cinthol DeoStick – a revolutionary product in the space of deodorants. Cinthol DeoStick is a cream based deo which is easy to use, has great fragrances that lasts 3X longer than ordinary deosprays and is pocket friendly too. The DeoStick is available in six different fragrances, three for men and three for women respectively. The brand’s philosophy of continuous reinvention, with this launch, is expecting to redefine the codes of deodorant category which is marked by expensive sprays, with starting point being Rs. 100+ for female deodorants and 180+ for male deodorants

    The TVC created by Team Creativeland, showcases the DeoStick which is unlike any other deodorant and its advertisements. The TVC DeoReborn sets out to showcase how Cinthol has reinvented the concept of using a deodorant. DeoReborn is the story of how and why the deodorant was reborn into its new avatar in a quirky manner along with a set of laterally evolved visuals. Cinthol DeoStick is a cream based deo and not a spray, which is gentle on skin and lasts 3 times longer than any other ordinary deo. The TVC also showcases product’s new application format and the different stylized ways in which it can be used. With launch of the TVC ‘DeoReborn’, Cinthol has totally redefined the concept of deodorants in India.

    Commenting on the campaign, Sunil Kataria, Business Head India & SAARC, GCPL said, “We at Cinthol, constantly strive to give our consumers the best of personal care products. To bridge the gap between what is available in the market and the consumer’s requirements, Cinthol is constantly engaged in innovating to meet the consumer’s needs. Cinthol as a brand is all about innovation which totally appeals to the youth. With the summer season just around the corner, the consumers need a deodorant which lasts long, which easy to use and is pocket friendly as well. So, keeping these in mind, we wanted to reinvent the deo space with a product which appeals to our consumer’s requirements and the TVC very aptly showcases the concept of DeoReborn.”

  • Cinthol DeoStick redefines deodorization in India

    Cinthol DeoStick redefines deodorization in India

    MUMBAI Constantly bringing in the wave of evolution right since its inception in 1952, Cinthol has always strived to give its consumers the best in the personal grooming space. Be it with the first vegetable oil based deodorising, complexion soap to the more recently launched Cool menthol-based soap and insta-deo based germ protection soap. Cinthol, in its endeavour to remain relevant to youth by offering them innovative products, is all set to launch the Cinthol DeoStick – a revolutionary product in the space of deodorants. Cinthol DeoStick is a cream based deo which is easy to use, has great fragrances that lasts 3X longer than ordinary deosprays and is pocket friendly too. The DeoStick is available in six different fragrances, three for men and three for women respectively. The brand’s philosophy of continuous reinvention, with this launch, is expecting to redefine the codes of deodorant category which is marked by expensive sprays, with starting point being Rs. 100+ for female deodorants and 180+ for male deodorants

    The TVC created by Team Creativeland, showcases the DeoStick which is unlike any other deodorant and its advertisements. The TVC DeoReborn sets out to showcase how Cinthol has reinvented the concept of using a deodorant. DeoReborn is the story of how and why the deodorant was reborn into its new avatar in a quirky manner along with a set of laterally evolved visuals. Cinthol DeoStick is a cream based deo and not a spray, which is gentle on skin and lasts 3 times longer than any other ordinary deo. The TVC also showcases product’s new application format and the different stylized ways in which it can be used. With launch of the TVC ‘DeoReborn’, Cinthol has totally redefined the concept of deodorants in India.

    Commenting on the campaign, Sunil Kataria, Business Head India & SAARC, GCPL said, “We at Cinthol, constantly strive to give our consumers the best of personal care products. To bridge the gap between what is available in the market and the consumer’s requirements, Cinthol is constantly engaged in innovating to meet the consumer’s needs. Cinthol as a brand is all about innovation which totally appeals to the youth. With the summer season just around the corner, the consumers need a deodorant which lasts long, which easy to use and is pocket friendly as well. So, keeping these in mind, we wanted to reinvent the deo space with a product which appeals to our consumer’s requirements and the TVC very aptly showcases the concept of DeoReborn.”

  • Godrej launches ad campaign for dengue awareness

    Godrej launches ad campaign for dengue awareness

    NEW DELHI: Godrej Consumer Products has launched a new nationwide campaign with the tagline ‘Subah Bolo Good Knight’ to create awareness about the seriousness of dengue.

     

    GCPL business head – India and SAARC Sunil Kataria said, “Understanding that awareness around the dengue menace is the need of the day, we commissioned a survey to gauge its prevalence. The report has revealed startling facts, the most significant being the vulnerability of kids to get affected. Based on the findings we intend to launch ‘Subah Bolo Good Knight,’ an awareness campaign that aims to reach out to 10 million school-going kids across the country. We aspire to sensitise parents to adopt preventive measures against the spread of dengue.”

     

    The campaign will run through the TV, print and social media platforms. However, GPCL wants to run the campaign in the rural areas through the usage of mobile phones and Facebook. “As above-the-line activities are not much effective in the villages, the company is planning for below-the-line activities and also focusing on around 3,000,000 rural outlets through hoardings and billboards. In the rural areas, shopkeepers are playing effective role in convincing consumers. Thus, we are focusing on them to aware people about the disease,” Kataria added.

     

    GPCL and Nielsen conducted a survey across 16 cities, from metros to tier-1 cities. This was to assess perceptions of dengue, its causes and how people in the country cope with the disease. Based on that survey, the Good Knight Dengue Awareness Report reveals that 85 per cent of the respondents know dengue is a life-threatening disease, but around 92 per cent population is unaware that day mosquitoes cause dengue. What’s even more startling is that 80 per cent population agrees that mosquitoes are visible during the day but only eight per cent use any repellent format during daytime.

     

    The report conducted further states that 76 per cent parents think that children are most vulnerable to dengue, while 70 per cent are of the opinion that their child was more prone to dengue in their classrooms but only 28 per cent mothers believe that their child’s school uses mosquito repellents in the classes. Further, 87 per cent mothers want the child’s school to take the responsibility of educating children about the risks of dengue.

     

    “As a conscious corporate, it’s not only our duty but our responsibility to champion the cause of eradicating dengue. I would urge each and every Indian to collectively confront the spread of this disease by creating more awareness,” Kataria added.

  • Godrej Hit launches app to track Dengue & Malaria

    Godrej Hit launches app to track Dengue & Malaria

    MUMBAI: On World Mosquito Day (20 August), Godrej Hit launched a special drive to create heightened awareness around the need to download its mobile app, which is designed to deliver real-time info on dengue and malaria based on user’s location at vulnerable places.

     

    While the app is available for download on Google Play store for Android users, it will also be launched soon on the iOS platform. 

     

    The brand ran an app download campaign on 20 August on Twitter with the hashtag #HarKoneMeinDanger, which would help drive more app downloads and also create buzz about the impending risks arising due to dengue and malaria.

     

    Godrej Consumer Products business head India and SAARC Sunil Kataria said, “As a category leader Kala Hit has always led the fight from the front against dengue and malaria by educating people about this threat. This has been achieved through innovative campaigns under “Kill pests Kill diseases” like sand art activity on beaches of Chennai and Puri last year.”

     

    “Hit-Track the Bite is one-of-a-kind mobile app that intuitively provides real-time information on the threat levels to users basis their location. The app also provides precautionary measures required to remain safe. Spreading this information is critical and thus the app has a built-in feature that allows users also to alert their family and friends at the click of a button,” he added.

     

    According to Kataria, Kala Hit would be embarking on a 4000 plus kilometers drive starting from Delhi with the objective of educating people about dengue. On its way to Bangalore, the Hit van will cover more than 20 cities and demonstrate how Hit – Track the Bite app can help them be informed and be safe from dengue and malaria.

     

    LinTeractive senior vice president Sumanta Ganguly said, “Hit — Track the Bite app is an offering that is unique in its approach. It’s the first of its kind that takes safety and precaution to the next level on the digital platform.”

     

    LinTeractive unit creative director Gauri Joshi added, “Our vision to create a unique app that protects users from the ever-present risk of dengue and malaria has finally been realized. Given the increase in smartphone penetration, we are confident that the users will download and discover the many benefits that the app offers. With the app, users can stay informed and keep their near and dear ones safe from these diseases.”

  • Godrej looks to wow audiences with Godrej Expert Rich Creme TVC

    MUMBAI: FMCG major Godrej Consumer Products Limited (GCPL) has launched a new range of hair colour products called Godrej Expert Rich Cr?¨me. In order to create a buzz around the launch of the range, the company has launched a new television commercial.

    The creative agency behind the campaign is Creativeland Asia.
    The TVC features actor and entrepreneur Parizaad Zorabian. She plays the role of a mother who is hesitant to apply hair colour. Her daughter, however, convinces her to shed her reservation about hair colour by explaining the features of the new hair colour from Godrej. Zorabian is finally convinced of this cr?¨me and surprises her daughter and husband with her new look.

    Godrej Consumer Products Limited executive vice president marketing and sales Sunil Kataria said, “Through the TVC we were keen to showcase the convenience of applying the hair colour and highlight the unique features of the brand. We are confident that this cutting-edge product will fuel category growth & will deliver a significantly better experience to the consumers.”

    Creativeland Asia executive creative director Anu Joseph said, “The TVC carries through the ‘OMG‘ factor of the product offering, communicating the convenience of pre-measured sachets, the economical price and the ease to achieve a ‘younger look‘. It also captures the do-it-yourself (DIY) or at-home colouring experience.”

  • Creativeland Asia wins Cinthol’s creative biz

    MUMBAI: Creativeland Asia has won the creative mandate of Godrej‘s personal care brand Cinthol.

    The agency will be working on the rebranding of Cinthol. It will be offer fresh thinking while making it relevant for today‘s consumer and their needs.

    Creativeland Asia founder and creative chairman Sajan RaJ Kurup said, “Godrej has shown immense faith in Creativeland Asia. Working on Godrej Expert was an interesting challenge and the response from our client-partners has been very encouraging. Taking this partnership ahead, I am excited to work on Cinthol. Right from the 1980s, Cinthol has been an iconic brand. We all remember the days when popular celebrities such as Vinod Khanna. We need to simply recreate the magic and the stature Cinthol enjoyed in the past.”

    Godrej Consumer Products head sales and marketing Sunil Kataria added, “Creativeland Asia has a fresh and creatively unique approach to brands. Cinthol is an iconic brand. We look forward to a strong association with Creativeland Asia as we work towards unlocking Cinthol‘s immense potential.”

    Creativeland Asia has also worked on Godrej Expert.