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'Rom Com' sells 'innovation': JWT creates ad campaign for Godrej's new products

20-November-2014
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'Rom Com' sells 'innovation': JWT creates ad campaign for Godrej's new products

When Godrej introduced Aamir Khan in drag last year with a series of TVCs taglined ‘Zindagi Muskuraye’, it succeeded in creating traction for the brand’s consumer products and set conversations rolling around the freshness of the storytelling.

The consumer products giant is back with another set of TVCs created by JWT India extending the premise of Zindagi Muskuraye, albeit without Aamir Khan.

The ads show young urban couple Sam and Meera (featured in previous TVCs with Aamir Khan) and the playfulness of their relationship interspersed with the defining role that Godrej products play in their lives, whether it’s the carbon hydraulic bed from Godrej Interio or the dual video door phone, all highlighted as ‘Godrej Ka Naya Idea’.

‘Rom Com’ campaign: Feel good romance that sells ‘new ideas’

Steven Mathias, VP & SCD, JWT Mumbai explains the brief given to the agency by Godrej. “In the last seven years, the Godrej Group has built on its promise towards a brighter living by creating a slew of innovative ideas. The brief was to celebrate and bring to life these thoughtful product ideas and innovations and enhance the homes and lives of today’s young consumer and add to the brand’s emotive appeal by showcasing the breadth of fresh ideas from within the Group. This campaign is an evolution of the last year’s Aamir Khan campaign.”

What the TVCs attempt to do for Brand Godrej is to bring alive ‘Godrej Ka Naya Idea’ which is a thoughtful innovation keeping the consumer in mind. “The campaign also drives an image that is contemporary, friendly, relevant and young and re-positions the brand to a friend you cannot do without. The intent was to make it more real, engaging and relatable and the campaign has been created as a Rom Com series centred around the love, lives and adjustment of a young married couple,” adds Mathias.



The challenge for JWT was to unify a single thought that runs across the varied product categories from mosquito repellent to properties to washing machines.

What was the insight behind doing the second set of TVCs without Aamir Khan, who proved to be hugely successful in the first set of TVCs?

The decision to not feature Aamir Khan: A strategic move…?

Shireesh Joshi, COO, Strategic Marketing Group, Godrej explains, “Last year we embarked on a new way of talking about Godrej brand – through its products and their stories individually narrated but collectively shown. We were also for first time articulating a thought to associate with Godrej "Ideas that make life brighter" derived from its Brighter Living positioning. We signed on Aamir as part of an impact investment to launch this thought and this approach because we saw similar values between him and Godrej on doing things differently and pushing performance harder. The business and brand results have shown we achieved our intended results and so it’s time to move to next phase – more media and platforms to spread the message wider. Aamir and Godrej are both happy with the campaign and would love to come together again when the need is felt.”

The brief given to the agency stated that the company needed to retain some elements of the successful campaign yet evolve it and make it stronger. “It would still have multiple products, individually narrated, collectively shown but a different set. However, the creative challenge was to evolve it for the campaign purpose (linking the brand to the innovations in the divisions), ensure audience interest, yet keeping the stories tight and product-focused,” added Joshi.



As far as the impact that the first set of TVCs created, Joshi said, “The impact has been in terms of brand measures (seen via track before and after) as well as business results on the participating brands in terms of sales and share gains as well as revenue drivers like store footfalls and leads generated.”

The way that the new TVCs take the premise of Brand Godrej in the first TVCs further is that it evolves the messaging to integrate the brand lines and master brand line; and it’s a completely new set of products, elaborated Joshi.

The question to be asked here is, will mixing the ‘rom com’ effect in ads  to sell ‘smart’ products  work for the audience?

Credits

Designation Name
National Creative Director Tista Sen
Sr. Creative director Priya Pardiwalla (ECD),
Steve Mathias
Creative Team Priya Pardiwalla, Steve Mathias, Ninad Nashikkar, Manash Parui, Hemangi Chawda, Ashok Salunke, Ripin Tandon, Manohar Mahajan
Agency Producer Anupama Ahluwalia (National Head), Shradha Singh (Sr. AV Director)
Account Management Anitha Krishnan (EBD),
Samarth Shrivastava
(VP & CSD),
Sameer Joshi (AVP),
Varun Uchil (Account Director)
Planner

Bindu Sethi (Chief Strategy Officer)
Shaziya Khan (EPD)

Production House Chrome Pictures
Director Amit Sharma
Producer Prafull Sharma


You can watch the ads here:



 

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