Godrej Aer Pocket moves beyond the basics with 'Happy Bathroom' campaign

Indian homes are changing. A home today is not merely a plain vanilla living space; it is a symbol and reflection of the owner’s choices and taste in life. What this means is that the love for good things has moved beyond the drawing room of a house — the gateway to every home — to more intimate spaces such as the bathroom. While fancy sanitaryware is a must to smarten up its looks, the space also has to offer freshness, beyond the basic hygiene need. Bathroom fragrance brand Godrej Aer Pocket has taken up this aspect — hygiene plus fun — to demonstrate in its latest campaign why is it necessary for one's bathroom to be lively and fragrant.

The campaign captures the early-morning struggle of urban life — people appear reluctant to get off the bed and head to the bathroom for the boring morning rituals. That is where the brand comes in with the promise that a it can give your day a great start. And that great start happens with a fragrant and “happy” bathroom. The ad film focuses on a family of four including parents and children starting their day on a fun note as they carry out their routine of brushing teeth and taking a bath in a space that comes alive with inviting fragrances. That start helps the family stay happy through the day.

Talking about the key objectives of the campaign, Sunil Kataria, chief executive officer, India and SAARC, Godrej Consumer Products, says, “Godrej Aer Pocket is a two-and-a-half-year-old brand. The growth strategy entails encouraging more consumers to try out bathroom fresheners. Our campaign focuses on building relevance for this category and thus drive the brand deeper into the market.”

The “Happy Bathroom” campaign has been conceptualised by Creativeland Asia Group. Anu Joseph, chief creative officer, Creativeland Asia Group, sees Godrej Aer as a fun brand — quirky, honest, insightful. Talking of the brief from the company, he says, “More often than not, our morning defines the rest of our day. Godrej Aer Pocket is a simple hack for you to be happy through the day, because the first place you visit when you wake up is the bathroom.”

Godrej Aer Pocket is available in five fragrances — Morning Misty Meadows, Bright Tangy Delight, Fresh Lush Green, Violet Valley Bloom and Petal Crush — and is priced at Rs 50 per piece. Speaking about the brand’s USP, Godrej says it is infused with a “slim-gel technology” and it can last up to 30 days.

As per to industry estimates, the bathroom fresheners category is estimated to be worth 

Rs 2.76 billion and is poised to witness double digit growth over the next few years. Godrej Aer Pocket is the second biggest player in the category which is led by rival brand Odonil. Other significant players in the category include Glade and Airwick.

Kataria says that the key challenge in the bathroom freshener category is to build relevance for the consumer. There are two sets of consumers — one, those who don’t feel the need for freshness in their bathrooms, and two, the set of consumers who feel the need for freshness in their bathrooms but prefer alternatives such as window ventilation and exhaust fans. The task for Godrej Aer Pocket is to make the point that the same goal can be achieved in a much easier way. In fact, the results will be better — besides tackling the basic task of removing bad odour, Aer Pocket will also offer a product-plus — make the space healthy and happy with its many fragrances.