Godrej conducts on-ground campaign to promote Godrej Protekt

By Priyanka Banerjee , afaqs!, New Delhi | In Advertising | August 05, 2010
Godrej's new campaign, 'Freedom to Touch' expects to meet lakhs of consumers

Godrej has come up with an innovative on-ground campaign, 'Freedom to Touch' to create awareness about its new hand sanitizer, Godrej Protekt. As part of this campaign, the brand has flagged off a Hygiene Van, which has already visited malls such as Inorbit, Infinity, R City and Nirmal Lifestyle in Mumbai. From there, the van will move to Pune, Kolkata, and Bengaluru during the month.

The objective of the campaign is to make consumers feel the need for personal hygiene in places such as food courts in malls, public toilets, hospitals and means of public transport, where hands are exposed to germs which invite infections and diseases.

According to Tarun Arora, vice-president, Godrej and executive vice-president - marketing, Godrej Consumer Products, since it may not always be possible to wash hands in such places, a hand sanitizer such as Godrej Protekt helps to maintain hygiene.

"As the awareness of hand hygiene and the use of hand sanitizers in India is very low, this campaign is an attempt to build awareness amongst consumers. The 'Freedom to Touch' campaign will have the Godrej Protekt 'Freedom To Touch' Van educating consumers on good hand hygiene practices at vantage locations, such as railway stations, shopping malls and colleges in key metros of the country," he says. He adds that the initiative also includes an interactive awareness campaign on FM radio and press advertorials.

To start the campaign in Mumbai, the 'Freedom to Touch' van was flagged off by actor, Raveena Tandon and Dr Anjali Shetty, consultant microbiologist, Hinduja Hospital.

While talking about the campaign's move towards other cities, Arora says, "Since the campaign in Mumbai has already received an excellent response from consumers, we expect the same response from the other cities too. We are looking at Kolkata on August 12, August 17 in Bengaluru and August 19 in Pune. We will cover prominent malls and public places in other cities as well." He also adds that the brand is expecting to touch lakhs of consumers through the on-ground and radio campaigns.

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