BRAND : Godrej No.1

BASELINE : Sachchi Prakritik Sundarta

4Ps TAKE : In the opening shot of the ad, there’s one irritating woman who’s dancing — or maybe she’s doing aerobics, we couldn’t figure out — along with some other lovelies, who keep pulling her cheek and saying ‘new pinch’, ‘new pinch’... the reason? Our leading lady has been using Godrej No. 1 soap. In the next shot, a dude drives up in a bike, and he too pulls her cheek and says ‘new pinch, new pinch’. So, what are we supposed to deduce? If you try out Godrej No 1, everyone around will be pulling your cheek? Not really a great USP, wouldn’t you agree? For a mass market product like soap, the ad has to really rise above the clutter or else go totally overboard. This one does neither. Weak storyboard, ineffectual protagonists, bad script — everything from the very beginning till the very end seems wrong with this ad. What it needs is clear thinking, better positioning and new ideas. The ad could do
with a few pinches itself!

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative