Brands
Godrej’s AI washing machine cleans up the detergent residue problem
MUMBAI: Godrej is out to scrub away an invisible laundry menace – leftover detergent. Its latest ad campaign for the brand’s AI-powered front load washing machines takes a bubbly problem and turns it into a cheeky, watchable spin.
The campaign zeroes in on something most of us don’t notice but often feel: detergent residue clinging stubbornly to freshly washed clothes. Over time, it can dull colours, roughen fabrics and even irritate skin. Enter Godrej’s new AI-powered turbidity sensing technology, which can detect detergent traces in the wash cycle and rinse out up to 50 per cent more of the harsh stuff.
To get the message across, Godrej has rolled out a series of 20-second films that exaggerate the problem to comic effect. In each film, detergent makes a foamy, surprise appearance playful, over-the-top and impossible to ignore before the smart washing machine swoops in with its fix.
Godrej Enterprises Group head of marketing- appliances business Swati Rathi, explained. “Detergent residue is a real but often overlooked issue. Our AI-powered turbidity sensing tech ensures smarter washes, gentler fabric care and skin-friendlier laundry.”
The campaign, conceptualised by Creativeland Asia, leans on humour to drive home the point. “We took an invisible problem and dramatized it until it couldn’t be ignored,” said co-founder & creative vice-chairman Anu Joseph.
The films are live across digital video platforms and give laundry care, quite literally, a whole new spin.
Brands
Himanshu Khanna joins CKA Birla Group as group chief marketing officer: report
Former Raymond lifestyle CMO to lead group-wide brand and marketing strategy
MUMBAI: According to a media report citing industry sources, senior marketing leader Himanshu Khanna has joined CKA Birla Group as group chief marketing officer.
Khanna moves from Raymond Limited, where he served as chief marketing officer for the lifestyle division since August 2021, overseeing the marketing transformation of the company’s nearly $1 billion lifestyle business. His tenure featured a sharper consumer focus, a digital-first operating model and large-scale retail and brand modernisation.
At Raymond, Khanna led brand strategy and growth across a broad portfolio including Raymond suiting and shirting, Park Avenue, ColorPlus, Parx, Ethnix by Raymond, ready-to-wear, Raymond Home and Raymond made-to-measure. His remit also covered retail marketing, digital marketing, consumer insights, visual merchandising and brand protection.
Before joining Raymond, Khanna was business head for the FMCG division at RP-Sanjiv Goenka Group, with full P&L responsibility. During this period, he scaled the snack brand Too Yumm!, drove rapid revenue growth, led the integration of Apricot Foods following its acquisition and executed a business turnaround.
Khanna’s career spans over three decades across global consumer companies, with senior leadership roles at Beam Suntory, Wrigley, PepsiCo, Cadbury and Nestlé.
Widely regarded as a seasoned marketing operator, Khanna is a familiar presence at leading industry forums and is considered among the most in-demand marketing leaders in the country.
