Godrej Consumer Products has aligned its new premium dish wash liquid, Glossy, with Mudra. The media duties have gone to Madison Media, which is the AOR on all the brands of Godrej Consumer Products. According to industry sources, the company will shell out approximately Rs 3 crore to advertise on Glossy.
At present, Godrej Consumer Products' creative business is split between three agencies - Mudra, Orchard and Quadrant. Apart from Glossy, Mudra handles Godrej Real Good Chicken, Yummiez, Godrej Ezee, Godrej No. 1 and Godrej hair colour, whereas Orchard is in charge of brands such as Evita and Cinthol. Quadrant takes care of Godrej Fair Glow.
Says RK Sinha, executive V-P, marketing and operations, Godrej Consumer Products, "We're quite pleased with the work done by all our three agencies. However, judging from the brand's personality and the agency's ability, we thought Mudra would be best suited to handle Glossy."
Glossy will be a premium product targeting SEC AB people residing in metros. It is a specialised liquid cleaner for expensive/delicate utensils such as glassware, non-stick ware and crockery. Equipped with 'shine advancers' it will be positioned as a gentle dish wash liquid that lends a shine to the utensils after cleaning, thereby increasing their appeal on kitchen shelves.
Glossy is available in two sizes - a 500 gm bottle for Rs 50 and a 120 gm bottle for Rs 15. "The dishwashing segment mainly consists of bars and powders. But Glossy, being a liquid, will not compete with these, and will, instead, formulate a niche market for itself," Sinha says. "It is a product meant purely for premium utensils."
The media mix will include press (dominantly) followed by outdoor and below-the-line point of sale (PoS) activities. Television and radio will not figure in the media mix in the near future, but may be considered later on.
Hoshedar K Press, executive director and president, Godrej Consumer Products, remarks, "Dish wash liquid is a nascent category in India with low usage and awareness. Most of the major dish wash brands in the market are 'heavy duty' cleaners. There was a definite need for a cleaner for special kitchenware, and Glossy fills that need."
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