MAM
Godrej protekt’s new campaign showcases kids’ curiosity
MUMBAI: Kids are constantly relying on their senses to explore the world. When they come across something that fascinates them, their first instinct is to touch and feel the object. The fear of germs, dirt or even parental intervention does not stop them from doing so.
Godrej protekt, a range of hand hygiene products from Godrej Consumer Products, has launched a digital film showcasing and encouraging kids’ natural tendency to learn about the world around them through touch.
To showcase this, Godrej protekt conducted a short experiment by putting objects in front of kids and telling them to not touch it, instilling a sense of curiosity in them.
With the help of hidden cameras and conceptualised by Creativeland Asia, the ad showcases kids staring at the ‘Do not touch’ sign boards wondering what to do, and then going ahead and doing just what was expected of them—touching! The kids filmed touching everything–from wet paint to dirty cars to learn more about them.
Godrej Consumer Products business head of India and SAARC Sunil Kataria said, “Godrej protekt as a brand believes that parents must let their children be children and encourage them to step out of their homes to explore the world. This has been the central idea of the social experiment protekt has carried out. The essence of a child’s curious mind is very well captured in the video. With protekt, we want to bring about a behavioural change and promote a healthy habit of keeping hands clean and germ free.”
Creativeland Asia chief creative officer Anu Joseph added, “Godrej protekt has always encouraged kids to go out there and explore the world without any worry, while it promises to protect them from germs. This campaign is an extension of the same idea. A fun social experiment where we realised that there’s no stopping kids. They’ll do what they instinctively feel like doing, and that’s how they learn. And we mustn’t really get in the way, but just be there to make sure they are safe.”
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
