Godrej Magic, the personal and home hygiene brand from Godrej Consumer Products Ltd (GCPL), announced actress Madhuri Dixit as the brand ambassador for its Godrej Magic Handwash powder-to-liquid handwash. The brand also launched a new TVC conceptualized by Creativeland Asia that showcases Madhuri highlighting the features of this sustainably viable hygiene product.
As Bollywood’s reigning diva for a number of years, the actor has a vast and loyal fanbase who look up to her in various aspects. With a new movie in the pipeline, an appearance on a popular dance reality show and fresh off the success of her OTT debut, Madhuri’s popularity spans across age groups and geographies. This association aims to bring together her legendary charm and Godrej Magic’s brand values to encourage people to prioritize handwashing and make sustainable choices.
Speaking about this association, Somashree Bose, Chief Marketing Officer, Godrej Consumer Products Limited said, “Godrej Magic Handwash is a first-of-its-kind product that is a leap in innovation and sustainability in hygiene category. This product has made adopting a hygienic lifestyle easy, affordable, and fun. Godrej Magic has already taken over 1/5th of the Bharatiya handwash market by volume. We are delighted to have Madhuri Dixit onboard the Magic brand for the journey ahead. This brand affiliation with Madhuri will further help us penetrate deeper into the Bharatiya market creating accessibility and promoting a germ-free Bharat.”
Speaking about this collaboration, Madhuri Dixit said, “I am excited to be associated with Godrej Magic Handwash which is Bharat’s first powder to liquid handwash and pioneer of the category. This handwash format is innovative and an affordable solution addressing the pressing social issue of hand hygiene. As it reduces plastic and fuel consumption, Magic Handwash is environment friendly product.
“I am very particular about hygiene myself and follow it diligently with my family. Handwashing and brushing teeth are the two hygiene routines that I insist my kids to follow always. I along with the team at Godrej aim to inspire people create awareness eco-friendly product inspires people not just to protect themselves from germs but also take a step forward towards sustainability.”
Godrej Magic Handwash is enriched with neem and aloe vera which makes it gentle on the hands but tough on germs. It is available in a single powder sachet and also in a combi pack comprising Magic empty bottle and powder sachet. The powder sachet is priced at INR 15, which is one-third the cost of existing liquid handwash refills. The combi pack is priced at INR 35. This is less than half the price of current liquid handwash bottle packs. So, add, pour, shake and wash to stay protected.
The powder-to-liquid format makes Godrej Magic Handwash planet-friendly as well. Magic handwash requires just 1/2 of the plastic in packaging compared to a regular handwash. Since the powder-based sachets are small and light, more sachets can be transported in every truck, leading to just 1/4th fuel consumption resulting in lower carbon emissions as compared to transporting a regular handwash. 4x more refills can be transported per truck since sachets are lighter.