Godrej’s new ‘Soch’ gives India its latest green inverter AC

08 Mar,2017

By A Correspondent


Godrej Appliances has launched what it claims is the nation’s most power-saving green inverter air conditioner. Concurrently, the company also unveiled its brand philosophy ‘Sochkebanayahai’ (Things made thoughtfully)that fuels the brand’s new communication strategy.


Commenting on the launch, Kamal Nandi, Business Head and EVP – Godrej Appliances, said: “True to the promise of brighter living, at Godrej, our endeavour has always been to delight stakeholders with innovative and relevant technology that makes their lives brighter. We’re creating a culture of strategic and innovative thinking across the organization and coming up with thoughtful innovations. The new Godrej NXW AC is a leap in that direction


Elaborating on the new communication strategy, he said. “For a brand’s success, it is imperative that it differentiates itself by focusing on things that truly matter to the consumer. In the home appliances category, differentiation has historically come from just one thing– innovation. We realized that in a marketplace where brands have consistently been talking about innovation, our innovation needs to stand out by being in a far more relevant context. Most brand communication is full of blueprint diagrams and the internal mechanics of appliances adding to jargon and complexity, with the aim of evolving consumption by communicating non-core benefits of the appliances and associating with newer consumer experiences, while the core consumer motivations for buying an appliance have not really changed. We realized that our communication needs to highlight how our innovation is truly differentiated in the category because it is thought through, with an insight and a meaning. So that we can confidently say for our innovations- ‘Sochkebanayahai’.“


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