Pritha Mitra
Advertising

Godrej No 1. aligns two new products worth Rs 18 crore with Mudra

These include Godrej No.1 lavender soap and Godrej No.1 talc

Godrej Consumer Products Limited (GCPL) has aligned the creative duties for its two recently launched brands – Godrej No.1 lavender soap and Godrej No.1 talc – with Mudra. The size of the business is estimated to be around Rs 18 crore. The agency-of-record on this account is Madison.

As per the company’s balance sheet, in fiscal year 2004-05, GCPL spent around Rs 43.69 crore on advertising. However, in the last four years, the company had incurred the highest advertising spend of Rs 54.28 crore in 2001-02. But going by the company’s plan, it plans to increase its ad spends this year.

Mudra already handles the other Godrej No.1 soap variants such as Rose, Sandal, Natural, Ayurvedic and Jasmine.

According to Ashish Mishra, vice-president and strategic planning head, Mudra, the agency has been involved with these two new products since its developmental stages. So these businesses being aligned to Mudra was a natural progression.

Mudra also handles other GCPL products such as toilet soaps, hair colour, shaving product, liquid detergent, and diapers besides Godrej Real Good Chicken.

Mishra adds, “The brief was to interpret the extensions under the core brand values of 'honesty' and 'enduringness' in a manner that the main values are borrowed from the mother brand and yet retain its own unique characteristics.”

The media mix for the campaign will include multimedia brand communication including television, print, radio as well as tactical below-the-line activities.

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