Devina Joshi
Advertising

Orchard, Madison roped in for Godrej Evita’s re-launch

The soap was first launched in the early 1990s and withdrawn a few years later. It is back now with a new ‘anti-ageing’ positioning. The media spends are estimated to be around Rs 5 crore

Godrej Consumer Products has re-launched its soap brand, Evita. And it has roped in Orchard Advertising, Mumbai, for the re-launch. Orchard already handles Cinthol, another Godrej brand. The media duties for Evita have been aligned with Madison, which handles all the other Godrej soaps, No. 1, Cinthol and Fairglow. Industry insiders estimate the media spends for Evita to be around Rs 5 crore.

Evita was first launched in the early 1990s, with model Lisa Ray as its brand ambassador. It was withdrawn from the market 3-4 years later because of a tie-up between Godrej and Procter & Gamble (which had a similar product, Camay, in its portfolio). Earlier, Evita was positioned as a soap containing Vitamin E; this time, it has adopted an ‘anti-ageing’ positioning.

HK Press, executive director and president, Godrej Consumer Products, elaborates, “One has heard of anti-ageing and skin rejuvenating creams and lotions, but an anti-ageing soap is a relatively newer concept in India.”

Evita will be targeted at people on the brink of entering their 30s, which is when the first signs of ageing, such as fine lines and wrinkles, start showing up. It is particularly targeted at women aged 30 and above, SEC ABC.

“The aim is to appeal to women who are young at heart and conscious about their looks,” explains Press. “This soap will be based on the concept that a regular beauty soap does not offer a solution to the changing patterns of the skin once the age factor sets in. So, they should not continue with their old soap.”

Evita has already been launched in select pockets, but will soon be launched nationally. It is available in two packs of 75 grams and 125 grams, costing Rs 14 and Rs 21, respectively.

The media mix for the campaign will include television, press (newspapers and select women’s magazines such as ‘Femina’ and ‘Grihashobha’), outdoor and radio.

Of the Godrej soaps, No. 1 is handled by Mudra and Fairglow by Quadrant.

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