Godrej has collaborated with Whistling Woods International – Institute for Film Fashion & Media (WWI) to create a series of branded music videos. This is in continuation to the major brand campaign idea that Godrej launched in 2013 featuring Aamir Khan, showcasing innovative products with ideas that make consumers’ lives brighter.
One of Godrej brand’s pillars is ‘Expression’, and this project explores new avenues of expression for its campaign idea. This collaboration began with a theme song created by Universal Music and sung by Shaan, Neeti Mohan and Shraddha Sharma. Godrej’s creative agency JWT then visually expressed this as a music video featuring stop motion photography.
In the second leg of this activity, Godrej went outside to explore an outside in expression and engaged a select group of students and recent alumni from WWI to re-imagine Godrej using the song as they felt fit. The results were a series of seven music videos that showed both a great number of interpretations of the brand as well as the creativity of the students in the use of varied shooting and video making styles including 2D animation and stop motion.
The aim of this activity was to get the youth to re-imagine the theme of ‘Har Idea Se Zindagi Muskuraye’ and express it with their own sensibilities, thereby creating a set of responsive communication films that take viewers through the innovations and range of Godrej products and the plurality of their application in our daily lives. Godrej will be placing these films at the center of one of the largest social media activities ever undertaken by the group.
Shireesh Joshi, Chief Operating Officer, Strategic Marketing Group, Godrej said, “It is our constant endeavour to be at the helm of innovation not just in products we sell, but also in how we express ideas in those products. The success of this activity for us lies in the diversity of beautiful stories that showcase Godrej products by the students of Whistling Woods. At the same time they have gained experience in their craft for a purposive project. We will look to have many more similar partnerships that are a win-win for both industry and academia.”
Meghna Ghai Puri, President, WWI added here, “With both theoretical and practical education, Whistling Woods has enabled our students with the ability to create in-depth, aesthetic videos that showcases Godrej’s spirit. Having collaborated with Cadbury’s, Pepsi, Leela and several NGOs already, this collaboration with Godrej is one of the major milestones in WWI’s continuing endeavour to create the next generation of Media & Entertainment industry professionals.”