The Appliances Business of Godrej Enterprises Group, has rolled out a new video campaign for its Front Load Washing Machines equipped with AI Powered Turbidity Sensing Technology.
The campaign highlights a common yet often ignored issue – detergent residue left in clothes by regular washing machines. Detergent residue dulls the color of clothes, weakens fabrics over time and can even lead to skin irritation. To address the concern, Godrej has introduced AI Powered Turbidity Sensing technology in its fully automatic front load washing machines and has launched a series of films to highlight the same.
The films use an over the top, exaggerated yet fun narration to bring alive the unseen detergent residue on clothes. The detergent is shown foaming up on coming in contact with water in three fun videos - each time in an unexpected surprise to the viewer - driving the message of harsh detergent residue on the clothes.
Speaking about this campaign, Swati Rathi, Head of Marketing at Appliances Business of Godrej Enterprises Group, said, “At Godrej, we are constantly innovating to make everyday life better for our consumers. We do this by paying close attention to their unsaid needs. Detergent residue on laundered clothes is a real but often overlooked problem given its unseen nature. It can only be felt by consumers in the changed fabric texture, colour fading and only sometimes as streaks on clothes. The AI powered turbidity sensing technology in our new washing machines minimizes this concern and delivers upto 50% better detergent removal yielding better fabric care and is also better for our skin. The video campaign highlights the detergent residue problem through light-hearted exaggeration building the context for the machine’s strong functional benefit.”
These digital ads of 20 seconds each will be played across video platforms and have been conceptualised and filmed by Creativeland Asia. Commenting on this, Anu Joseph, Co-founder and Creative Vice-Chairman, Creativeland Asia said, “We took an invisible problem - residual detergent on clothes and dramatised it until it couldn’t be ignored. From brief to execution, it was a truly exciting project.”
