Godrej Consumer Products has re-launched its fairness soap, FairGlow, which now has a new packaging and shape, along with changes in the formula. In order to communicate this and promote the revamped soap, the company has launched the 'No Samjhauta' (No Compromise) campaign, an activation programme, to encourage non-users into sampling the soap.
Targetted at consumers who want to get a fair complexion, the communication campaign highlights aim at introducing the thought that besides other things they do/use for fairness, they should also use a specialist fairness soap. The aim is to increase FairGlow's inclusion in one's beauty regimen for obtaining a lighter skin.
The campaign is currently on in various residential societies in Chandigarh, Ludhiana, Jalandhar, Patiala, Amritsar, Nagpur, Nashik, Pune, and Aurangabad. The campaign is also underway at various hotspots in cities like Pune's DVP Campus Road, Jalandhar's Model Town, Nirala Bazaar in Aurangabad, and other such locations.
The 'No Samjhauta' campaign will also be heavily promoted through a radio campaign to urge women exchange their ordinary beauty soaps with FairGlow. This initiative will see celebrities joining in the campaign. On February 26, Punjabi actress Neeru Bajwa will be seen supporting the campaign in Amritsar.
An interesting part of the campaign is the 'No Samjhauta Story' entries. Consumers can send stories about instances in their lives when faced with a choice, and choosing not to compromise, took the right decision, however hard that was. These inspiring stories will give participants a chance to win a cash prize of Rs 5 lakh as recognition for their uncompromising spirit.
Anindo Samajpati, category head - soaps, Godrej Consumer Products, says, "The 'No Samjhauta' campaign is our initiative to encourage people to live a life without compromising, while at the same time, induce non-users into sampling the soap."
The 'No Samjhauta' campaign aims to target over 18,000 households, across cities in the two states of Punjab and Maharashtra, which are its key markets. The company claims that within a week of the campaign, approximately 13,440 soaps have been swapped already. The re-launch is also being supported by a TVC, featuring Saumya Tandon of 'Dance India Dance' fame.