A turf covered van for Godrej No. 1 soap


Candid Marketing, a strategic brand activation agency, conceptualized a unique van campaign for Godrej No.1’s Aloe Vera and White Lily soap to spread awareness about the product and generate trials. The van was covered entirely with turf to bring alive the USP of the product – all natural. This weeklong activity targeted housewives in Mumbai by contacting them in crowded areas and marketplaces outside RWAs.

Commenting on the activity, Amrita Kumar, Managing Partner, Candid Marketing, said, “The activation was unique and exciting. The idea behind the activity was to highlight the natural ingredients used in the product. This was brought alive very well with the turf used to fabricate the van, which have never been done before. The week long activity garnered huge excitement on-ground and helped drive trials.”

Announcements were made using a ‘bhopu’ when the van was about to reach a desired touch-point. The turf covered van immediately caught the attention of the TG and attracted them towards the activation. Residents of each area in the route plan were then explained the benefits of Godrej No.1 Aloe Vera & White Lily soap.

The activity got the attention that it was seeking for from its target audience as seeing a car covered in turf is not a common sighting. The car used was a Toyota, which was full of trial soaps which were given free of cost to the passersby after giving a small demonstration. The brand activation was a hit as the target audience was left amused as the turf covered car made an impact on everyone.

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Candid Marketing car Godrej No. 1 Soap

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