Ezee Detergent: Aaj hi… Hmmm

Detergent brand Ezee took a multichannel approach based on fashion to regain relevance and boost sales in India.

Campaign details

Brand: Ezee DetergentBrand owner: Godrej GroupLead agency: Wunderman ThompsonCountry: IndiaIndustries: Cleaners & detergentsMedia channels: Point-of-purchase, in-store, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Ezee, a specialist liquid detergent for woollen clothes, lost relevance when premium powders offered just as good a wash for woollens. It became relevant again through a phenomenal turnaround of an almost five times increase in the sales growth rate by leveraging on a strong consumer insight. It shifted its offering from a functional benefit (washing better) to an emotional...

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