Ad Campaigns
Godrej Ezee releases a heartwarming TV campaign
Mumbai: Introduced in 1983 by Godrej Consumer Products Ltd (GCPL), Godrej Ezee is India’s first specialized liquid detergent tailored for winter wear and woollens. According to Kantar, the adoption of liquid detergents in India surged from 15.9% in July 2021 to 19.8% in July 2022. As consumers swiftly transition from detergent bars and powders to premiumised solutions like liquid, Ezee has gained traction as one of the top-selling liquid detergents in India and is the category leader in north and east regions. The brand has consistently maintained its relevance by providing quality-conscious consumers with specialized care for their woollens.
As winter season sets in, Godrej Ezee has released a heartwarming TV campaign conceptualized by Lightbox, the in-house creative studio of GCPL. Winters are a time of togetherness and care. And it’s also a time when people collectively become more generous – with our love and hearts. The new TVC artfully conveys a heartfelt warmth and a profound sense of togetherness, celebrating the spirit of care.
Commenting on the campaign, Godrej Consumer Products Ltd (GCPL) category head – homecare Shekhar Saurabh said, “Woolens don’t just provide physical warmth; they envelop us in a comforting embrace, shielding us from the winter’s chill with their gentle softness. To ensure these garments endure, consumers seek that extra care without compromising their delicate woollen fibers. With our latest campaign, we aim to reiterate Ezee’s position as a specialised liquid detergent brand dedicated to preserving delicate woollen fabrics and preventing pilling in woollen garments.”
In a picturesque snowy setting, the TVC shows a young boy, clad in a cozy woollen sweater, stumbles upon a trembling puppy. Acting swiftly, he shelters the pup within his garment and heads home. His mother, intrigued by the unexpected bundle, is met with her son’s hopeful gaze, expressing a wish to adopt the shivering companion. Regrettably, the mother gently imparts their inability to do so, leaving the boy visibly crestfallen. The narrative takes a poignant turn as the mother tenderly washes the very sweater her child wore while bringing the puppy home. In that moment, she recognizes the solace it offered both her son and the puppy, resonating with the care and warmth that Ezee imparts to woollens. The commercial culminates with a poignant message, emphasizing the significance of preserving such cherished care and warmth in woollens with Godrej Ezee.
Speaking on the films’ creative thought, Godrej Consumer Products Ltd (GCPL) lead creative strategist Shalini Avadhani said, “Godrej Ezee has always been known for its gentle cleaning and care of woollen garments. In this new campaign, we use a sweater as a symbol of warmth and care, routing it through the innocence of a boy and goodness that he has to offer. The sweater isn’t just a garment – it weaves in itself the most potent of all emotions – love. And through, we highlight how a woollen garment – that’s delicate yet holds so much love is given that extra dose of care with Ezee.”
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.
