Godrej: Household Insecticides

Framing a radically new benefit in a generic market

Godrej are one of India’s largest FMCG companies, with operating units all over the world. A leading player in Household Insecticides globally, they had created an odourless spray. Although the choking smells of insecticides is universally seen as a negative, it is also THE signal of efficacy, that an invisible active is working. Godrej came to us to determine how this groundbreaking offer should be framed

The category signifier is a generic design system that is replicated by almost every player, all over the world - lightning bolt, dead fly, coloured background. It is the language of comic book warfare. But an effective solution to a problem, even mosquitos, now looks very different to explosions and lightning bolts. 

We showed how culture has completely reframed science and that meaningful innovation is likely to be seen as technological. We produced visual positioning boards and concepts packs using the codes of science and fragrance free that inspired a disruptive new look for Godrej’s leading brand.