70% of a person’s home can come from brand Godrej: Tanya Dubash

Godrej Group launches integrated marketing campaign in a bid to increase emotional appeal and consumer connect through brand integration

e4m by Priyanka Mehra
Updated: Mar 28, 2013 7:26 PM
70% of a person’s home can come from brand Godrej: Tanya Dubash

The Godrej Group has introduced its new integrated marketing campaign ‘Ideas that make life brighter’. It aims to enhance the brand’s emotive appeal by showcasing the breadth of fresh ideas from encompassing all the brands that come under the Group umbrella.

The campaign has been conceptualised and executed by JWT India.

“The consumers today want contemporary products that live upto their expectations, feelings and belief of their progress in life. We are reflecting and delivering on this across the board. Seventy per cent of a person’s home can come from brand Godrej,” said Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group.

The Group has also signed up Bollywood actor Aamir Khan as the Groupwide ambassador with this campaign. The series of television commercials will feature eight products, along with Aamir Khan in a new avatar.

The campaign, launched on March 25, will continue to be associated with Group initiatives throughout the year.

“The role of this campaign is to bring all our audiences together at one place. What this campaign attempts to do is communicate what consumers can expect out of brand Godrej. We are also doing some combination events across our various categories. For example, when Godrej Property launched, it also had appliance and furniture categories participating, so everything is accessible under one roof for a consumer,” said Shireesh Joshi, Head – Strategic Marketing, Godrej Group.

The brand is also associating the campaign with the upcoming IPL series.

“We think IPL has the impact that we want to create, and we don’t mind paying a premium for it. We have something to say to our consumer and IPL is a great medium,” commented Dubash.
The campaign aims to work on multiple levels, which includes getting into a new consideration set, increase footfalls in retail stores, show the brand ethos and connection across the various categories, etc.

The campaign is also based on the pointers that came out of the brand’s recent valuation study which included customer feedback to make the brands across more categories more experiential and presenting them in a cluster. 

“We have lots of exciting ideas on the anvil as well as a slew of other products that are in the process of being launched. Consumers will see much more from all our businesses,” added Dubash.
What remains to be seen is if this new integrated marketing approach will help brand Godrej that caters to a 500 million consumer base, further strengthen its brand connect, customer reach and ultimately sales through this initiative.

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