Indian consumer brand Godrej is urging parents to allow their kids to enjoy monsoons by conducting a social experiment while promoting its hygiene brand Protekt.
The campaign, titled #ProtekTheJoy and created by Creativeland Asia, features children complaining about how their parents don't let them play, dance and float paper boats outside during monsoons. The kids are then shown videos featuring their parents, where their parents are talking about how they enjoyed monsoons by playing outside during their childhood.
Sunil Kataria, CEO, India and SAARC, Godrej Consumer Products, said: "Nowadays, children are exceptionally inquisitive about their environment and rains are just the same for them. They are unstoppable and we should not control them from enjoying the monsoon and playing in the rains. While playing they get their hands dirty and come in contact with a considerable measure of germs.
"Godrej protekt, as a brand, believes that parents should not stop children from exploring rains and enjoying monsoons, an important part of their childhood experience. This has been the central idea of the social experiment protekt has carried out. The essence of playing in the rains and parent child bonding is well captured in the video.”
Anu Joseph, chief creative officer, Creativeland Asia, said: “Godrej protekt has always believed in encouraging kids to do what they like without fear, meanwhile promising to keep them protected from germs. This campaign stems from the same idea. By reminding parents of their childhood, the attempt was to persuade them to not take away the little joys of monsoons from their children.”