Godrej launches AFP 'Godrej Khelo Jeeto Jiyo'

Godrej, STAR TV and BIG Synergy have launched an advertiser funded programme 'Godrej Khelo Jeeto Jiyo'.

It is a reality game show which will be aired every weekday across the three STAR channels, STAR Plus, STAR Utsav and STAR One. The participants, who need to be Godrej consumers, can team up with a friend to play a series of games in a home set up. The contestants will win Godrej lifestyle products as they move forward in the game and the main winner will win a 'Godrej Brighter Home'.

Explaining the idea behind the show, Ashutosh Tiwari, EVP-strategic marketing, Godrej said, “This show will be a portal for the consumers to participate into different experiences that Godrej lifestyle offers.”

The marketing activities include a campaign conceptualised by JWT. This will be complemented with activation around malls and modern retail formats where Godrej will create 3D Godrej houses where people can play games. While the campaign will break at the end of this month, the activation will start in mid-June. The media agency is Madison.