Mumbai: Godrej Ezee, the washing solution brand from Godrej Consumer Products Ltd (GCPL), launched a digital campaign with three films highlighting its Godrej Ezee 2-in-1 liquid detergent + fabric conditioner for regular clothes.
The films depict how the product is an effective solution that aims to provide convenience along with cost reduction, with its one-step formula. Conceptualised by Wunderman Thompson Mumbai, the films aim to showcase the dual benefits of detergent and fabric conditioner in a single product.
Through these digital films, the brand aims to emphasise the latest 2-in-1 innovation as an all-purpose, all-year-round offering. It can be used for office wear, kids wear, daily wear, bedsheets and more, said the company.
The first film features the steep monetary benefit Godrej Ezee 2-in-1 offers with the goodness of liquid detergent + fabric conditioner in one vis-à-vis buying a liquid detergent and fabric conditioner separately leading to double the cost.
The second film highlights that the clothes washed with Godrej Ezee 2-in-1 remain fresh and look brand new even after multiple washes whereas regular detergents make the clothes lose their shine and colour after a few washes.
The third film showcases how Godrej Ezee is not only for winters now and that the new Ezee 2-in-1 is a perfect one-step solution to wash regular clothes, every day.
“With Godrej Ezee 2-in-1, we have not only expanded our detergent portfolio but also introduced a category redefining innovation," said GCPL CEO - India and SAARC, Sunil Kataria. "Our offering is a first-of-its-kind product which combines two formats into one. Godrej Ezee 2-in-1 saves money for the households and ensure clothes remain fresh and fragrant. The digital films are conceptualised to highlight these key USPs that make the product stand out. We also intend to reiterate the message amongst consumers that Ezee is now a regular clothes detergent brand as well.”
“We wanted to communicate that the new Godrej Ezee 2-in-1 has more than just 2 reasons that make it the preferred detergent," said Wunderman Thompson Mumbai, VP & ECD, Steve Priya. "Each film highlights a key point along the consumer journey. From creating awareness of its superior cleansing with care credentials to making the sensible choice of not paying almost double for a liquid detergent and fabric conditioner. And also reminding buyers that Ezee is not just a ‘winter specialist’ for your woolens.”
