Ad Campaigns
Godrej Protekt starts #ProtektIndiaMovement to combat Coronavirus
MUMBAI: Considering the severity of Coronavirus (COVID-19) the matter, Godrej Protekt – the range of hand hygiene products from Godrej Consumer Products Ltd (GCPL) – has launched an initiative called 'Protekt India Movement', aiming at building awareness amongst people by keeping them informed about the preventive measures to ensure protection against the coronavirus.
Under the #ProtektIndiaMovement, Godrej Protekt has commenced free distribution of 1 million packets of Mr. Magic powder-to-liquid hand wash in Maharashtra, the state reportedly with the highest number of coronavirus cases. The brand has partnered with the Brihanmumbai Municipal Corporation (BMC), Thane Municipal Corporation (TMC) and donated Mr. Magic packets.
Commenting on the measures taken, Godrej Consumer Products Ltd (GCPL) executive chairperson Nisaba Godrej said, “GCPL stands in solidarity with people, health personnel, government workers and everyone who is working tirelessly to beat the coronavirus pandemic. We are thankful to BMC and TMC for partnering with us in distributing handwash to their staff and workers. Our intent is to equip them and their families with Mr. Magic hand wash as they carry out their duties. In the coming days, we will be working with various government bodies and social institutions to give away over 1 million packets of Mr. Magic hand wash. We are focusing all our energy in supporting the needs of our citizens. Thus, in public interest and in line with government regulations, we have reduced the price of our hand sanitisers by 66 per cent. We are determined to help all Indians be safe and healthy, to tide over this pandemic together.”
Speaking on the association and distribution of Mr. Magic packets, Brihanmumbai Municipal Corporation (BMC) joint municipal commissioner (solid waste management) Ashok Khaire said, “In these testing times, maintaining personal hygiene is very important. Godrej Protekt has committed two lakh Mr. Magic handwash packets, which will be distributed across our outpost in Mumbai. All staff, labourers and contract workers will get Protekt Mr Magic handwash for ensuring their personal hygiene. By mixing one packet of Mr. Magic powder in water, 200ml of handwash can be made for washing hands. I urge all our staff, labourers and contract workers to benefit from this initiative and be safe by washing your hands regularly.”
Sharing his views, Thane Municipal Corporation (TMC) mayor Naresh Mhaske, said, “Godrej Protekt has started a noble initiative #ProtektIndiaMovement to make people understand the importance of handwashing. Coronavirus is easily transferred from hands to our body making us sick. Washing hands regularly is a key preventive measure to stop the spreading of this virus. We are thankful to Godrej Protekt for providing us one lakh packets of Mr. Magic. We will be distributing Mr. Magic amongst our staff, labourers, Thane Municipal Transport (TMT) bus conductors and teachers of TMC-run schools as they come in contact with many people. We want to spread the message of handwashing amongst our citizens in a right manner to win the fight against coronavirus.”
As senior citizens are more vulnerable to coronavirus infection, Godrej Protekt will partner with leading NGOs working for senior citizens, to offer packets of Mr. Magic and education around handwashing. Godrej Protekt will reach out to various government organisations for further distribution of handwash packets. To ensure a steady supply, the brand has increased production to make its Protekt range of handwashes and sanitiser, especially the Mr. Magic powder-to-liquid handwash, helping combat the virus. The on-ground teams are working relentlessly to replenish stocks across channels in India as there is growing demand for such products.
Earlier this month, Godrej Protekt launched #ProtektIndiaMovement, a multimedia and multi-channel campaign, to make sure that the message of washing hands regularly and correctly is conveyed to every Indian. Toward this, it introduced #ProtektIndia anthem that focuses on spreading awareness on occasions of hand washing and mitigating panic. Many people, celebrities and over 100 influencers joined the movement and shared #ProtektIndia anthem reinforcing a small but tremendously impactful message – to wash hands regularly before and after everything we do. Godrej Protekt has also released an instructional video on handwashing and are partnering with news channels to broadcast it to a larger audience.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
