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India's Godrej Appliances targets parents concerned with growing allergies in the country


By Taruka Srivastav, Reporter

September 12, 2017 | 2 min read

Godrej Appliances has rolled out a digital campaign to introduce their Godrej Eon front load washing machine by attracting attention of parents.

India's Godrej Appliance's targets parents in its new digital campaign

India's Godrej Appliance's targets parents in its new digital campaign

The ad titled #SuitUpToAllergy features a kid who is made to wear a Hazmat suit (hazardous materials suit) by his mom to protect him from the germs.

After suffering for an entire day unable to play football and eat, he give up. His mother tells him to take off the suit and wash it in the washing machine, which will wash away the bacteria from his clothes.

Swati Rathi, marketing director, Godrej Appliances, said: “At Godrej, it is our constant endeavour to offer products that are built on consumer insights and hence the Godrej Eon Front Loading Washing Machine with Allergy Protect mode keeping in mind the growing allergic disorders in India."

Instead of launching the machine in traditional media, we have chosen to launch it first on the digital medium, with a short but humorous video. It has been designed to engage and get attention particularly from parents, who are a key target audience for the product. We engaged with our longstanding partners WATConsult on this video and are hopeful that it will resonate with the targeted audience.”

Godrej Appliances: advert-body-1

By Godrej Appliances

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