Godrej Interio allots 20% of mktg spends to digital: Bedraj Tripathy

With changing media dynamics, digital marketing helps attract youth who is not otherwise accessible, shares the Senior General Manager of Godrej Interio

e4m by Saloni Surti
Published: Aug 14, 2013 10:00 AM  | 1 min read
Godrej Interio allots 20% of mktg spends to digital: Bedraj Tripathy

While digital marketing is still a riddle for some, a sect of aware and educated marketers has managed to use and leverage the new media form. Bedraj Tripathy, Senior General Manager, Godrej Interio explained that digital marketing can work wonders when used correctly.

Tripathy shared with exchange4media that 20 per cent of the marketing budget at Godrej Interio is reserved for digital, and the number will only go up in the future.

“Digital is now playing a very large role by talking to a segment (read youth) that marketers would otherwise never be able to connect,” he said.

To attract the vast youth target audience, Godrej Interio recently executed an ‘Upload and Transform’ campaign. The initiative gave users an opportunity to video shoot a part of their home, and share what they would like to transform. A panel of designers supported by Godrej Interio will then select a few homes and bring about that change for free.

Tripathy expressed that the campaign helped increase footfalls for the brand at a time when no other form of advertising was on. The campaign managed to attract youth and get almost 172 responses.

Tripathy shared his views at The CMO League, which was held in Mumbai.

The event was sponsored by ZEE, ABP News, Dainik Bhaskar, Laqshya Outdoors, AXN, India Today, Headlines Today and Business Today.

To know more, watch the video

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