Godrej Magic handwash ropes in Madhuri Dixit as brand ambassador, launches new TVC

Bangalore, 21 September 2022; 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 Indian 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 Indian market creating accessibility and promoting a germ-free India.”

Speaking about this collaboration, Madhuri Dixit said, “I am excited to be associated with Godrej Magic Handwash which is India’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.

About Godrej Consumer Products Ltd:

Godrej Consumer Products is a leading emerging markets company. As part of the 125-year young Godrej Group, we are fortunate to have a proud legacy built on the strong values of trust, integrity, and respect for others. At the same time, we are growing fast and have exciting, ambitious aspirations.

Today, our Group enjoys the patronage of 1.15 billion consumers globally, across different businesses. We rank among the largest Household Insecticide and Hair Care players in emerging markets. In Household Insecticides, we are the leader in India, the second largest player in Indonesia and are expanding our footprint in Africa. We are the leader in serving the Hair Care needs of women of African descent, the number one player in Hair Colour in India and Sub-Saharan Africa, and among the leading players in Latin America. We rank number two in Soaps in India and are the number one player in Air Fresheners and Wet Tissues in Indonesia.

But for us, it is very important that besides our strong financial performance and innovative, much-loved products, we remain a good company. Approximately 23 per cent of the promoter holding in our Group is held in trusts that invest in the environment, health, and education. We are also bringing together our passion and purpose to make a difference through our 'Good & Green' approach to create a more inclusive and greener India. At the heart of all of this, is our talented team. We take much pride in fostering an inspiring workplace, with an agile and high-performance culture. We are also deeply committed to recognising and valuing diversity across our teams.