Godrej Consumer Products launches a television commercial for its new liquid detergent

Godrej Consumer Products Limited (GCPL) has launched a liquid detergent called Godrej Fab. The detergent is only available in Southern India. A Godrej Fab TVC has also been unveiled across South India as part of the event. Lightbox, GCPL's in-house creative studio, conceptualised the commercial. VTV Ganeshan and Redin Kingsley, both well-known comedians in the south, appear in the TV commercial.

Ashwin Moorthy, Chief Marketing Officer - India, Godrej Consumer Products Ltd (GCPL), commented on the introduction, Godrej is a pioneer in the liquid detergent category with Ezee-dominating the market in the North and East with its winter specialist credentials. Godrej Consumer Products has always democratised categories, from household pesticides to hair colour and soap. We are leveraging our expertise in the liquid detergent industry with Godrej Fab as well, making it affordable to everyone, hence democratising access to superior laundry care.

The liquid detergent category is one of the fastest growing categories, he noted. This expansion is attributable to the growing home penetration of washing machines throughout the South. When compared to powder detergents, consumer awareness and adoption of liquid detergents is increasing due to features such as easily soluble format, superior wash experience, and richer aroma. Godrej Fab will contribute to the category's growth by catering to consumers seeking a better washing experience at a competitive price point.

Shalini Avadhani, Lead Creative Strategist - Lightbox, Godrej Consumer Products Limited (GCPL), stated of the Godrej Fab TVC's creative concept, Reputation is a lot like a white shirt-pure and powerful when clean, but also delicate enough to be ruined by a simple stain. We wanted the brand to be the heroic saviour when both were in jeopardy. We felt that a heavy reward like this was best given through comedy.