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Godrej & Boyce mulls roping in celebrity — Contract with Preity Zinta expired last year

Godrej & Boyce mulls roping in celebrity — Contract with Preity Zinta expired last year

Author | Source: Business Line | Wednesday, Jan 25,2006 9:51 AM

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Godrej & Boyce mulls roping in celebrity — Contract with Preity Zinta expired last year

Having entered the consumer electronics business through the DVD category, Godrej & Boyce Manufacturing Ltd is considering roping in a new celebrity for its brand of appliances.

Its three-year contract with Preity Zinta expired last year.

Mr Shyam Motwani, VP Marketing and Exports, Godrej & Boyce, told Business Line: "We are open to using celebrities; having Preity Zinta has helped the brand in the past. However, we will take a call when the time is right and the celebrity fits the bill."

The appliance brand has been without an endorser for several months, but this fiscal it might take a decision on a new face for itself.

The appliance company is also considering whether to bring in a new agency for its new categories of DVDs and CTVs. "We may consider more agencies but at the moment it is JWT which is handling our creative account. Once we start advertising our new categories such as microwaves ovens and DVDs during the festival season, we may consider it."

The company has ruled out a sub-branding strategy and intends to market all its products under the Godrej umbrella. "We have decided to never have a sub-branding strategy and all our products will be under the family name," said Mr Motwani. The company, however, continues to use sub-brands such as Pentacool and Gold, but all these exist under the mother brand Godrej.

Godrej is also considering taking its brand to more countries in the Africa either as OEM suppliers or as the brand itself. "We have already tapped certain countries in Africa, but we may add more countries such as Egypt and Sudan," said Mr Motwani.

While the Godrej brand commands the highest share in refrigerators at 19 per cent, it is the washing machine category that is growing the fastest for the company. "Today we are growing at 40 per cent in the automatic segment, which is higher than what the category is growing at," said Mr Motwani.

Recently, the appliance division of Godrej & Boyce launched a top loading washing machine using turbo-brush technology. It is also expanding its range of air conditioners using new technology such as I-TREC (inverter technology for reduced energy consumption. The appliance division registered a turnover of Rs 462.5 crore in 2004-05 and has projected a growth rate of 30-35 per cent next fiscal.

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