The Hindu Business Line : Godrej appoints local agency to handle Sofit account

GODREJ Industries Ltd (GIL) has appointed a Mumbai-based agency, Grandale Advertising & Marketing, to handle its newly launched soya beverage brand, Sofit. This is the first time that Godrej has given its advertising account to a relatively smaller local agency, considering its other two beverage brands, Jumpin and Xs continue to be with Madison Advertising.

Speaking to Business Line, Mr M.Y. Varma, Executive Vice-President (Sales and Marketing) GIL, said, "We are working with a smaller agency for the Sofit brand mainly because smaller agencies give the right amount of time, adhere to schedules and are not that expensive."

Once Sofit is launched nationally, an ad budget of nearly Rs 3 crore will be assigned to the brand. The media buying account continues to rest with Madison Media, which is the AOR for all Godrej brands.

Carrying the baseline, `The new taste of health', Godrej Sofit will ride on the present distribution chain of the company. It is expected to cover ten lakh-plus towns within a year of its launch.

It will also have an alternative distribution network whereby its agency, Grandale, will help in distributing the brand at gyms and health clubs in the metros. Besides, the fraternity of doctors is also being approached to propagate the health benefits associated with the soya drink.

Godrej Industries has also roped in local market research firm, Market Information Group (MIG) to make its brand reach out to the target audience. Besides, it has set up call centre facilities to help consumers get the soya milk at their doorsteps.

"We are sourcing resources from this market research firm to explore the possibilities of an alternative distribution system for our latest brand," adds Mr Varma.

In the past, Godrej Industries had launched a soya drink brand, which failed to register volumes. With growing health awareness among consumers, Godrej is hoping the benefits of soya will help its new brand get accepted in the market. At present, it is also supplying its soya milk to regional brands such as Pro Soya, utilising its soya milk-making capacities at Mandideep in Madhya Pradesh. Godrej Sofit is expected to be the first national soya beverage brand in the country.