Case studiesGodrej Consumer Products
FMCG / Home CareGodrej Consumer Products
192 creators, 15.04M reel views, and the #WhyPayForWater movement
- Reel Views
- 15.04M
- Avg. Engagement Rate
- 2.50%
- Creators
- 192
- Est. Reach
- 11.92M
Across 192 posts
vs. ~1.5% FMCG benchmark
192 posts
Combined creator followers
Strategy
Godrej Consumer Products partnered with Reelax to launch a large-scale influencer campaign for the Magic Floor Cleaner ₹40 sachet pack, built around the Cut-Pour-Mix ritual: one ₹40 sachet makes 500ml of lavender-scented floor cleaner at 3x less cost than pre-mixed alternatives. The campaign ran December 2024 through May 2026 with 192 creators across nano, micro, and macro tiers, weighted toward Hindi-belt Tier 2 & 3 markets.
Audience
Homemakers, young mothers, and value-conscious households across Hindi-belt Tier 2 & 3 India.
Results
The campaign generated 15.04M reel views and a 2.50% average engagement rate - 67% above the FMCG industry benchmark of ~1.5% - with 176.7K total likes and an estimated 11.92M reach. 80%+ of activated creators came from Hindi-belt states, exceeding the 70%+ Tier 2/3 penetration target.
“₹40 mein poori ghar ki safai - lavender khushboo ke saath. Yeh hai smart ghar ki pehchaan.”
- Campaign creative line, featured across creator content
Overview
Godrej Consumer Products (GCPL), one of India's largest home and personal care companies with over 120 years of heritage, used the campaign to introduce the ₹40 Magic sachet to mass-market audiences. The phased rollout - new creator activations every 2-4 weeks - kept the product continuously visible rather than relying on a single spike.
Campaign goals
Brand Awareness
Introduce the ₹40 Magic sachet to mass-market audiences in Tier 2 & 3 cities through authentic creator content.
Drive Sales
Convert awareness into purchase intent by showing the value equation - 500ml for ₹40 vs. expensive pre-mixed alternatives.
Audience Engagement
Build community around the Cut-Pour-Mix ritual and #WhyPayForWater conversation to create organic buzz.
Market Penetration
Reach the value-conscious consumer segment across Hindi-belt states and regional markets.
Key insights
- 1
Value Messaging Resonated Strongly
Reels that explicitly showed the sachet dilution and compared cost to pre-mixed bottles generated the highest engagement, with multiple creators exceeding 200K-400K views.
- 2
Micro-Creators Drove Disproportionate Engagement
The 10K-100K follower tier delivered a 2.50% average engagement rate, outperforming polished macro-influencer posts with authentic household content.
- 3
The Cut-Pour-Mix Ritual Was Highly Demonstrable
The hands-on, satisfying-process nature of the product demo drove repeat views and shares across the campaign.
- 4
Lavender Fragrance Was a Key Differentiator
Creators consistently highlighted the premium scent as unexpected for a ₹40 product, creating authentic social proof in comments.
- 5
Sustained Campaign Cadence Built Momentum
The phased Dec 2024-May 2026 rollout built sustained awareness across Hindi-belt states rather than a single spike.
Results vs. objectives
| Objective | Target | Achieved | Status |
|---|---|---|---|
| Total Reel Views | 10M+ | 15.04M | Exceeded |
| Avg. Engagement Rate | 1.5% | 2.50% | Exceeded |
| Creators Activated | 200+ | 192 | Achieved |
| Total Likes | 100K+ | 176.7K | Exceeded |
| Estimated Reach | 8M+ | 11.92M | Exceeded |
| Tier 2/3 Market Penetration | 70%+ Hindi-belt | 80%+ creators from Hindi-belt states | Exceeded |
Creator highlights
@divyamitmishra2701
Lifestyle Creator
444.4K
Views
2.47%
Engagement Rate
@ravinarao4
Lifestyle Creator
—
Views
0.94%
Engagement Rate
Why it worked
Irresistible Value Proposition
₹40 for 500ml is objectively better value than any competitor - the campaign just needed to demonstrate, not convince.
Creator-Market Fit
Reelax selected creators whose audiences mirror the target consumer: homemakers and value-conscious women in Tier 2/3 cities.
Authentic UGC Over Polished Ads
Real-home, real-use content outperformed studio-shot ads because viewers trusted demonstrations that looked like their own homes.
Sustained Momentum Over 5+ Months
The phased rollout kept the product continuously visible in-feed rather than fading after a single burst.
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