Godrej No.1 has rolled out a campaign ‘Dil Se Khoobsurat’ (beautiful at heart), to highlight the natural ingredients like sandalwood and turmeric that are blended in the product.

Conceptualised by Lightbox, GCPL's in-house creative studio, the campaign features an ad film. The film unfolds as a group of school children hop onto a bus. Among them a visually challenged girl. A woman offers her the window seat. Initially hesitant, the little girl soon warms up as the woman enthusiastically describes the beautiful scenes outside the window. Their connection deepens, and the girl tells the woman she is beautiful. When the woman asks how she knows, the girl responds with a profound truth: true beauty lies within.

What we think about it: Beautifully blends storytelling with its product ethos, emphasising inner beauty through a heartwarming narrative. While the message is poignant, the challenge lies in differentiating itself in an overcrowded soap market, where many brands already lean on similar narratives to promote their products.

Neeraj Senguttuvan, vice president, marketing – personal care, Godrej Consumer Products, said, “Today, Godrej No. 1 is among the highest-selling soap brands, dedicated to offering the best bathing experience to our consumers. While the category has 100% penetration, the soap category remains one of the most cluttered spaces. The new campaign by Godrej No.1 is our effort to engage consumers with the message of how inner beauty complements the outer beauty."

Shalini Avadhani, lead creative strategist, Lightbox, Godrej Consumer Products (GCPL), said, "We often find people more and more beautiful as we discover just how kind they are. In a world where the concept of beauty is getting layered by the day, we wanted the brand to reclaim beauty’s simplest definition.”