Godrej undertakes consumer connect initiative – Masterbrand 2.0

19 Nov,2014

By A Correspondent


The Godrej Group has embarked on ‘Masterbrand 2.0’, a consumer connect initiative, aimed at providing ideas that make life brighter. As part of this initiative, the company also launched ‘FreeG’: India’s first non-web based mobile browsing experience.


Celebrated for offering innovative brighter living ideas for over 100 years, Godrej reiterates its commitment of creating pathbreaking products with the launch of Masterbrand phase 2.0. The campaign showcases a slew of innovative products offered by Godrej to delight its customers. From a new age bed enabled with electronic hydraulics, a video door phone allowing continuous surveillance of two entrances of home with storing capacity of upto 100 photographs, state of the art properties, effective mosquito repellent solutions to authentic street food experience at home, these products were showcased through a series of eight television commercials that were aired on prime national channels from November 14vonwards. The commercials continue to feature Sam and Meera, the protagonists from the 2013 Masterbrand campaign.


Tanya Dubash

Speaking at the launch, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group stated, “In this next phase of the Godrej Masterbrand journey, we continue to showcase designful and innovative products with ideas that truly make our consumers’ lives brighter, from across our diverse set of businesses. We believe that when seen collectively, this leads to a reassessment of the image of brand Godrej which in turn leads to greater consideration and sales.”


In a breakthrough move, Godrej also launched, on this occasion, a first of its kind customer interface, ‘FreeG’-India’s first non-web based mobile browsing experience. FreeG is an innovative consumer interface, in the form of a mobile number- 09980899808, that allows every mobile user in the country the opportunity to experience the entire portfolio of Godrej offerings completely free of cost. It has a potential reach of 866 million consumers and is the Group’s vision of a long-term property that will straddle across all Godrej brands.


Taking this forward, the launch of Masterbrand will be followed by various interactive consumer initiatives that will further communicate the idea of brighter living. With an effort to bring these ideas closer to their patrons, Godrej will also launch a number of digital films. A unique initiative in the pipeline is ‘Tweet a Tune’- a pioneering consumer engagement initiative that will witness the group in partnership with professional musicians on the song dew platform create songs inspired by tweets posted by Godrej patrons. And this is not it! Known to create brighter living offerings for not just India but across the world, Godrej leaves no stone unturned in connecting with their patrons as they attribute the songs to each patron and thereafter dedicate the same across multiple media platforms like radio and social media.


Commenting on the Masterbrand 2.0 campaign strategy and the new customer interface system, Shireesh Joshi, Head-Strategic Marketing, Godrej Group said, “The next leg of our iconic Masterbrand 2.0 campaign has taken a giant leap. We are proud to showcase an entirely new set of Godrej’s ideas that make life brighter. Creatively our new campaign with Sam and Meera strikes fresh ground – insightful products in charming stories with characters that feel real; so real that they have their own social pages. And as an execution this campaign leaves behind 360 marketing to a level of cross media seamless-ness never seen before. The awareness to purchase journey is now a smooth experience that’s as rewarding as the products.”

“The campaign revolves around a young modern couple who discover a new idea from Godrej and a new aspect to their relationship. This is a sequel to celebrating ideas that make life better that made its debut last year. The Godrej products are interwoven in this very charming episodic campaign that showcases young couples in India who are home proud, gadget proud and relationship proud. Godrej ka naya idea is the bedrock of each film where viewers discover the simplicity and joy of owning a Godrej”, says Tista Sen, National Creative Director, JWT India.

“Driving an image that is contemporary, friendly, relevant and young this campaign re-positions the brand to a friend you cannot do without. Supported on digital and online with twitter and Facebook this seamless communication celebrates the innovation at the heart of each Godrej product and thereby celebrates life”, she adds.

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