JWT has created a new positioning for Godrej Appliances, ‘Designed by Curiosity’. The first campaign in the series has been created for Godrej Eon ACs which has been released during the second season of the ongoing Indian Premier League series.
JWT was tasked to reposition Godrej as a modern and technology-savvy brand to target the youth end of the market. Explains Kamal Nandi, VP sales and marketing, Godrej Appliances, “Innovation has been a pedigree of our business. We have pioneered in various innovations like 5-Star Energy refrigerators, Five Side Cooling refrigerators, 100% Green refrigerators and Cool Shower AC. We realised that we needed to communicate the innovation aspect of our products to consumers. At Godrej, we are always curious to know, ‘What is most relevant for the consumers’ and that is where ‘Designed by curiosity’ comes in.”
WATCH the film for Godrej Eon ACs here:
The creative team behind the campaign includes Tista Sen, ECD; Vistap Hodiwala, AVP and senior CD and Debu Purkayastha, VP and senior CD; Ram Jayaraman, senior CD and copywriter. The film has been produced by Cutting Edge Pictures, and directed by John Gwyther.
Explaining the idea behind this particular campaign, Jayaraman says, “We stumbled upon the insight that most of us find it easy to buy an air conditioner but find it very tough to run it – because of high electricity bills. And symbolically speaking, if you’re not using your AC, then it is as good as a carton on the wall”
About the challenge in repositioning the brand, Purkayastha says, “Giving a makeover is never as simple as it seems. With the kind of heritage and stature that Godrej possesses one had to keep in mind how to appeal to a younger audience without alienating the older segment. The challenge was to make it as interesting without being flippant or showy. We have managed to achieve that balance.”
Godrej will be spending around Rs 100 crores on marketing this year. The company will launch various brand level campaigns under the ‘Designed by Curiosity’ positioning. The company will be aggressive online. “We will soon be launching various new websites,” says Nandi.