Godrej Consumer Products limited (GCPL) through its various brand activation’s has created an experience that brought alive the Kumbh ritual of purity, making every Indian experience of India’s purest bath even more pure and enjoyable.
Kumbh Mela is a mass Hindu pilgrimage, held in India every three years and attracting 100 million people. GCPL installed multiple refresh vans across the city at various junctures like bus stop entries and pilgrim shelters so that the devotees can feel the purity and essence of such a pious festival right from their arrival. These multiple experience zones have successively been able to touch each and every Indian across ghats and akhaadas, enabling the pilgrims to experience the glow of Godrej No 1 soaps and get rejuvenated for the holy dip.
Not just this!! GCPL ensured that the holy place where the Aarti took place was also pious and pure. How?? Simply by creating a number of fumigation rickshaws shaped like Good-knight Fast Card that moved around the mela and guaranteed that the place became mosquito free within minutes. Given the unexpected rains and the season of mosquitoes, a team of experts also performed particularly created Good-knight Fast Card aartis across Akhaada by lighting up special diya’s before beginning of a bhajan or aarti inside ahaadas to ensure that the place becomes mosquito free.
From the Akhada to the main ghat, GCPL sure made it a pure, pest free and a memorable experience for all the pilgrims. The brand has very consciously moved away from the traditional concept of a static stall and has created mobile experience zones. We are also sampling more than 20k Godrej No 1 soaps and 1.5 lac Fast cards to devotees, said Sunil Kataria, Head India and SAARC, Godrej Consumer Products Ltd (GCPL).
About Godrej Consumer Products Limited:
Godrej Consumer Products Limited is the largest home-grown home and personal care company in India. We are constantly innovating to delight our consumers with more exciting, superior quality products at affordable prices. We have bold ambitions and are becoming more agile and future ready. We rank number 1 in hair colour, household insecticides and liquid detergents and number 2 in soaps. In India, you grow up with our brands – Good knight, Cinthol, Godrej Expert, Godrej No. 1 – and we are now on our way to becoming an emerging markets FMCG leader. In line with our 3X3 approach to international expansion, we are building a presence in 3 emerging markets (Asia, Africa, Latin America) across 3 categories (home care, personal wash, hair care). In 2010, we acquired the Indonesia based Megasari group, a leader in household insecticides, air fresheners and baby care. With the acquisition of Rapidol and Kinky in South Africa, the Darling Group, a leading pan-Africa hair care company, and Frika, a premium hair care brand, we have a strong presence in the fast growing African hair care market. We acquired the Issue and Argencos groups in Argentina, leaders in hair colour, in 2010, and expanded our footprint to Chile through the acquisition of a 60% stake in Cosmetica Nacional. Our UK business acquired in 2005 has a play in hair and personal care. We also operate in the Middle East and have a strong presence across SAARC countries.
Read more at www.godrejcp.com

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