The Hindu Business Line : Godrej moves Xs ad account

GODREJ Industries has shifted its advertising account for its fruit juice and nectar brand, Xs, from Madison to Grandale Advertising & Marketing in Mumbai. Having re-launched the Xs brand, Godrej is now looking at a relatively smaller agency to deliver value for its brand.

Speaking to Business Line, Mr M.Y. Varma, Executive Vice-President (Sales and Marketing), GIL - Foods Division, said, "Smaller agencies always deliver better value compared to bigger agencies."

The Godrej Xs advertising account is estimated at Rs 2 crore. Madison Advertising had been handling the account since the inception of the brand in 1999.

The re-launched Godrej Xs juice is positioned on the `Live Life in Excess' platform wherein the brand attempts to verbalise the benefits of `Excess Fruit - Excess Taste.' The brand is now being stretched from fruit nectar to the fruit juice category, with more flavours such as sweet orange and pineapple.

With this re-launch, GIL Foods Division aims to be a major player in the health beverages market, according to Mr Varma. Recently, the division ventured into the soya milk category under the brand name `Godrej Sofit,' whose account has also been given to Grandale Advertising.

Mr Mohan Pusalkar, Executive Director and President, GIL - Foods Division, said, "Indian consumers are today very health conscious and, having been a leading player in the fruit beverage market, it is only natural to launch products that interest them. The move into the juices market with Godrej Xs is therefore a logical extension. We expect to witness tremendous growth over the next six months in this category and would like to have a significant presence in this market."

Speaking on the evolution of the Xs brand, Mr Varma, said, "Targeted at new-age consumers, Godrej Xs range of fruit juices is meant for the discerning consumer who looks for the best in everything that life has to offer."

Further, he said, "Having entered the fruit nectars market with a breakthrough litchi flavour way back in 1999, we have the competence to deliver excellent products that suit the Indian consumer's taste buds. The market has also evolved over the period, and we felt this is the right time to exploit the inherent potential of Xs. We shall do this with focused communication of the brand benefits through a variety of innovative media. In fact, the entire communication revolves around the message that the good things in life are always needed in abundance."

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