Godrej Appliances launches digital video commercial around Women's Day

Citing aggressive growth in the digital video usage, time spent and videos streamed online, Godrej looks to reach out to tech savvy, modern women

e4m by exchange4media Staff
Updated: Mar 8, 2014 11:01 AM
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.

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