Godrej L’Affaire will build a stronger connect with millennials: Sujit Patil
Patil, VP & Head of Corporate Brand & Communications, tells us his expectations from the fourth edition of the Godrej L’Affaire property
One of India’s oldest conglomerates, the Godrej Group, launched its very own Experiential Marketing IP, the Godrej L’Affaire in 2017. Sujit Patil, VP & Head of Corporate Brand & Communications, Godrej Group tells us how the traditionally rooted brand entered into the experiential marketing space with Godrej L’Affaire, to secure a special place in the heart of consumers, especially millennials...
Godrej, as a brand has already made its mark as a well-established conglomerate not only in India but also outside. What was the reason behind the launch of L’Affaire?
Research prior to the launch of the property revealed that the youth’s affinity towards the traditional brand Godrej needed to be much better and more relevant. We realized that vanilla advertising is not immersive and we needed a master-brand strategy for the Godrej Group, which engages with millennials. The property was born to create a brand agnostic platform, to enable the Group to complete the circle of lifestyle. Content creation was one pillar and the second was experiential engagement, which increased the consumer salience with our brands. We also wanted to build a community out of these people.
A traditional brand like Godrej is now targeting millennials through a platform like this. Has this IP converted potential millennial buyers into customers?
We created an integration of almost all our brands having unique USPs, including the Godrej Eve Cameras, which caught over 1600 leads. Every untold story about our brands come and manifest themselves in an experiential manner at the Godrej L'affaire, which rubs off in a very positive manner, leading to more sales.
In a data-driven world, how important is Influencer Engagement? Which brand from the Godrej stable has benefitted the most from this and how important is it for a brand to engage with influencers?
Influencer engagement and experiential marketing is a must since millennials prefer content that is authentic and experiences that are real. Secondly, they are purpose-driven and believe in actual experiences rather than reading it elsewhere. They write to their followers with passion and authenticity, which has a cascading effect on consumers.
Which brand from the Godrej stable has benefited the most through influencer marketing?
Almost every brand from the group, including external brands barring competition, like Jeep, Myntra etc. have benefited by coming on board for their own content creation process. Brand partnerships are important for us since they act as an add-on and the ones giving us a positive rub-off are the ones who are on ground. This year we have about 45 brands, ranging from Tata Motors EV to Tonino Lamborghini perfumes.
How has the platform helped Godrej Group and its brands as a whole?
The group’s admiration scores have gone up by 6 per cent based on the various parameters by Millward Brown, including scores on other parameters which have also significantly gone up. Godrej’s ranking in the Interbrand listing has gone up and 15 of our brands in the TRA Trust Report have been featured, out of which 5 have secured a number one position.
What is your vision for the 4th edition of L’Affaire and your expectations from it?
Over a period of time, we want to take L'Affaire to a situation where it becomes the single largest brand-agnostic platform in the country to celebrate the lifestyle and create a community of advocates. The larger strategy is to create a digital safety net in the social media, so as to hold the consumer’s trust in case of any eventuality of adversity or crisis.
The number of brands in this season has gone up and the engagements, quality and kind of talent on board is going to be much higher.
Godrej L’Affaire’s fourth edition is slated to take place in Mumbai on February 22, 2020.
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