Mumbai: Godrej Consumer Products Ltd (GCPL), a leading emerging markets company, is reshaping the Indian laundry care category with the introduction of Godrej Fab. The product is a high-performance liquid detergent here to redefine the laundry experience. Exclusively launched in Southern India, Godrej Fab is available at an attractive price point of Rs 99 for a one-litre bottle, thus offering a good quality product at almost half the cost compared to other liquid detergents in the market. Additionally, a convenient 100ml sachet is available at just Rs 10, providing double the quantity of competing liquid detergents. Be it for consumers opting for bucket washing or machine washing, Godrej Fab eases the chore of doing laundry, transforming it into a gratifying experience.
Commenting on the launch, Godrej Consumer Products Ltd (GCPL) chief marketing officer - India Ashwin Moorthy said, “Godrej is a pioneer in the liquid detergent category with Ezee - dominating the market in North and East with its winter specialist credentials. From household insecticides; hair colour to soaps, Godrej Consumer Products has always democratised categories. With Godrej Fab, too, we are leveraging our expertise in the liquid detergent category and making it accessible to everyone, thereby democratising access to quality laundry care.”
He further added, “The liquid detergent category is one of the fastest-growing categories. This growth is due to increased household penetration of washing machines across the South. Consumer awareness and adoption of liquid detergents is also growing with features such as easily soluble format, quality wash experience and more fragrance compared to powder detergents. Godrej Fab will further support the growth of the category by catering to consumers who seek an enhanced laundry experience at a competitive price point.”
The liquid detergent category is one of the fastest-growing categories in India’s FMCG sector. The growth of liquid detergents is spearheaded by the Southern region which commands close to half of overall nationwide sales.
As part of the launch, a TVC campaign of Godrej Fab has also been unveiled across South India. The commercial is conceptualised by Lightbox, the in-house creative studio of GCPL. The TVC features comedians who are household names in the south – VTV Ganeshan and Redin Kingsley.
Speaking on the Godrej Fab TVC’s creative thought, Godrej Consumer Products Ltd (GCPL) lead creative strategist - Lightbox Shalini Avadhani said, “Reputation is a lot like a white shirt – Pure and powerful when clean, but also delicate enough to be ruined by a simple stain. When both are at stake, we wanted the brand to be the heroic saviour. We felt a weighty payoff like this is best delivered with comedy.”
Godrej Fab offers a superior laundry experience at the consumer's convenience by effortlessly dissolving in water, leaving no residue after minimal rinsing, preserving vibrant colours, and ensuring fresh, fragrant clothes post-wash. It is suited for bucket washing, semi-automatic and fully automatic top-load washing machines.
