Top Story


Home >> Digital >> Article

Godrej Appliances launches digital video commercial around Women's Day

Font Size   16
Godrej Appliances launches digital video commercial around Women's Day

Godrej Appliances, a part of Godrej Group, has launched its first digital video commercial for the International Women’s Day. Having understood the great leaps taken by women in the field of education, science and fight for equality, Godrej Appliances decided to celebrate the ‘special woman’ through this digital video commercial.

Godrej Appliances roped in WATConsult and Karmic Productions for executing this campaign.

Commenting on the launch of the digital video commercial, Ramesh Chembath, Associate VP & Head - Marketing, Godrej Appliances stated, “Women are our most important consumers and hence, we felt it is important to make them feel special on their day. Often people misconstrue that women are not as tech-savvy as men, and hence need home appliances that are not very high-tech. On the contrary, women appreciate new technology and are quite adept at accepting the same. Our commercial helps to bring this out and showcases the main protagonist as a multi-tasker, who is at ease with technology at home and at work.”

The idea, conceived and conceptualised by Godrej Appliances and WATConsult, aims to engage, and act on a common miss by most men, wherein they often forget to appreciate the woman in their lives, while she dons many roles with ease.

Commenting on the idea and the execution of the DVC, Rajiv Dingra, CEO, WATConsult said, “We often forget to thank the women in our lives – be it our mother, sister, daughter or wife – for all that they do and for how well they balance their personal and professional lives. This DVC aims to bring this gratitude forward and urges men to be expressive and help make the women feel special.”

Studies have shown that Internet users watching digital videos have risen from 56 per cent in 2008 to 75 per cent in 2013. People streaming videos, watch ads for at least 20 seconds with an average completion rate of 87 per cent, says Emarketer. DVCs have 18 per cent more recall than TVCs, according to the Nielson report. As per a comScore report, 75.8 per cent of all women, 6 per cent more than men, sit online on a daily basis.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking