Godrej embarks on image makeover

Engagement with consumers has taken on a new meaning at Godrej, which has embarked on the second leg of its Masterbrand campaign. Showcasing innovative products from across its diverse set of businesses, at an estimated advertising spend of ₹25 crore, the aim is to reassess Brand Godrej.

Though brands are often seen as intangible assets, they are hugely valuable economic assets. The Godrej Group has realised that to grow the value of its many brands, from consumer durables, to real estate, to consumer products that straddle hair care, home care and the personal care segment, long-term management and focus are needed, along with investment in brands.

“Across divisions, we have seen a positive impact of the first leg of Masterbrand launched in November last,” said Shireesh Joshi, Head-Strategic Marketing, Godrej Group. “While this has translated into several profitable products and good sales, we decided to continue with the same theme, though with some modifications,” he said.

Mobile platform Feeding the impetus to create stronger brands within its portfolio, Godrej is to leverage FreeG, a mobile platform launched in November, and reach out to a wider base of consumers. An innovative consumer interface, FreeG is a mobile number, 09980899808, that allows consumers the opportunity to experience the entire portfolio of Godrej offerings.

Eight television commercials depicted the company's new-age bed enabled with electronic hydraulics, a video door phone allowing continuous surveillance of two entrances of the home, a modular storage capacity, mosquito repellent solutions, to authentic street food experience at home.

Taking it further this year, Godrej is promoting the number as ‘the right number' to every problem, be it security, food or consumer durables.

“Last year, we had eight products that were showcased. This year, we have a second menu with additional products, which includes Natures' Basket (a retail destination for global foods), the Eon AC and the U Sonic washing machine (Godrej Appliances), and the home alarm system (Godrej Security Solutions), among others,” said Joshi.

Good response

The mobile offering has been a big boost to the diverse offerings of the group. As Joshi pointed out, 1,000 calls were received on day one of the launch. “On an average, we continue to receive 1,000 calls a day. Some are even from remote areas such as Port Blair. It is not just consumers. We have been getting even institutional orders this way,” Joshi told Business Line .

The group is to continue driving awareness for its varied brands. “The collective views of the Godrej brand gets established this way. Consumers tend to relate to brands on the basis of individual products,” he said.

This year, the campaign has 11 different products, which are “completely different from the previous year. We are blessed to have so many brands within the group, and can showcase an entirely new set of ideas and products,” Joshi added.

The customer interface campaign has a potential reach of 866 million consumers, and is the group’s vision of a long term property that would straddle across all Godrej brands.

COMMENT NOW