Godrej Aer Twist unveils #TwistZarooriHai campaign

22 Apr,2019

By A Correspondent


Godrej Aer Twist has unveiled its new campaign #TwistZarooriHai. Through this campaign, the brand aims to build awareness through a series of digital films with contextual messaging during the cricket season.


Conceptualised by Creativeland Asia, the digital films centre around two cricket-struck fans and one Godrej Aer Twist, in a car.


Speaking on the digital campaign, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products said: “Cricket is the most sought after sport in India. Today, national and global cricket tournaments are seeing ever increasing growth in terms of viewership and engagement with the audience.  Be it on television or digital platforms streaming matches, cricket brings together people who form our target audience. #TwistZarooriHai digital films highlight Godrej Aer Twist as an integral part of people’s lives using the cricket context. Today, Godrej Aer Twist is a market leader in the car freshener category. Through contextual campaigns like these, we aim to increase category penetration by driving relevance for car fresheners.”


Commenting on the campaign, Anu Joseph, Chief Creative Officer, Creativeland Asia Group said: “Godrej Aer has always had a certain quirk in its communication, and is constantly looking for topics that are relevant to its TG, to be associated with. Cricket is going to be the most talked about subject for the next few months. And Aer has found for itself a way to enter the conversation in its quirky, unabashed manner.”



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