Godrej Interio - a division of Godrej & Boyce Mfg Co Ltd, has innovatively used the out-of-home medium to break through the clutter along with its different approaches towards advertising. Always being on the forefront of innovation, whether in design, distribution or communications, Godrej Interio has been making its mark in the industry. Continuing with its tradition of offering a superior product and brand experience to the modern Indian consumer, Godrej Interio has launched an innovative OOH campaign to showcase its various unique world class product offerings to the consumers.
To promote the products like - "Sizzle dining table'' with a Hot plate on top red colour blinking neon was used. To show a ''Karbon Bed'' with electronically controlled storage a moving bed up and down was used to create the effect of the electronically controlled storage. A motor was used to move the bed up and down, to create an extendable "Kreation” wardrobe the effect of an extendable wardrobe, a motor was used. These different innovations were carried out in Mumbai, Delhi & Bangalore.
Apart from the innovations, simple corporate branding has been carried out at billboards, unipoles, Wall Wraps, Mobile Van, wherein resulting in high visibility and recall value. Bus shelters were used on important arterial routes in the city to cater to the TG moving on the roads.The campaign has been executed across 23 cities and towns covering Mumbai, Delhi NCR, Kolkata, Pune, Hyderabad, Bangalore, etc.
Commenting on the campaign, Bedraj Tripathy, General Manager, Godrej Interio said, “Our products are thoughtfully designed to suit the lifestyle of consumers. The challenge for the creative and OOH agencies was to bring out the features of the products that reflect the thoughtfulness in design and showcase them live.”
Brandcomm’s Dhiraj Ahuja added, “Godrej Interio has always believed in innovating. This time, the campaign was planned a little differently and has appealed to the TG.”