Isobar partners Godrej Security Solutions for Friendship Day initiative

13 Aug,2018

By A Correspondent


Isobar, the digital agency of Godrej Security Solutions, recently launched an ambush marketing campaign, #StayConnected, to celebrate Friendship Day.


As part of the campaign, Godrej Security Solutions tapped into the usual order of Friendship Day banter and took that on to Twitter.


Commenting on the campaign, Ranjeet Kumar, Creative Director Isobar India said: “We knew that the idea of creating branded, bespoke emojis and ambushing the user’s conversation in a pleasantly surprising way will get us their attention. But, until it is personalized at scale with the creative use of digital, it will not have a big impact. So, we developed a custom API over our social listening tool, integrated it with an AI bot that listens, learns and engages with people on friendship day (tracking more than 100 dynamic keywords), and then contextually converses with them. For us, perception change is a long-term goal, and we have successfully kicked it off with a one-on-one dialogue with our TG.”


Speaking on the campaign, Mehernosh Pithawalla, Vice President and Global Head – Marketing, Sales & Innovation, Godrej Security Solutions commented: “We believe in innovations that make our offerings relevant in daily lives. This activity was nothing but an extension of the same ideologies. Small innovations like these that individuals can relate to, make a serious category like ours a lot more interesting.”



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