Godrej has rolled out phase two of its umbrella corporate campaign, Masterbrand, but this time, it's going without the celebrity Aamir Khan who launched the campaign in March 2013. The second leg of the campaign breaks today. It features the characters from last year's leg and consists of eight TVCs.
View some of the work conceptualised by JWT here:
Speaking with Campaign India, Shireesh Joshi, head, strategic marketing, Godrej, explains. The campaign that Godrej aims to run, will be a little more than just a simple advertising campaign.
To begin with the Group is offering a FreeG service for consumers. Joshi explained,"FreeG is a USSD platform we are offering people. USSD is a special messaging service that is free for the users. All they have to do is call a special number and a pop up box will appear that they can then navigate and view all the products in the campaign."
Additional components of the campaign include a Twitter song campaign, where Godrej will put out a hash tag and invite audiences to submit their response. Some of those tweets will get converted into a song and tweeted back to consumers. Joshi said,“We have tied up with a group that has many member bands under them, so we’ll send the tweets to them and they’ll convert it into a song. The songs will also be played on radio stations”.
Breaking down the expectations from the second phase of the Masterbrand (the corporate campaign), Joshi said, “The expectations are multi-fold. We expect to see the same kind of impact on the brand measures as we had seen the first time around, a good double digit growth. We expect to see a much stronger impact on revenue because of the call in numbers”. Talking about the overall impact to the brand, he adds, “I think we’ll also see a good rub off on Godrej as a marketer”.
On the response to last year's campaign, he said, "The aim of the campaign was to drive the understanding of the brand Godrej under certain dimensions. Godrej was looking to make the understanding stronger and we weren’t really looking at getting a near term revenue impact because Masterbrands usually take time to create any kind of a financial impact”.
He added that the expectations were exceeded by the immediacy and the magnitude of the revenue impact. He said, “This was seen in several businesses that weren't heavy advertisers. There were also qualitative areas of impact. We saw an increase in customer footfall in our showrooms and employees were overall more positive and driven. Additionally, several categories began being automatically associated with Godrej."
The positive response from last year's campaign allowed the organisation to carry forward with the plan to drop the idea of celebrity for this phase, said Joshi. He explained, "We knew that we would need a stronger push at take off. You have to think of this as a two-stage rocket. During the first stage we invested in celebrity and the IPL at the time when we launched the campaign but we knew we would approach it in this way, provided it met its objectives. We can still continue telling the same story, with the same characters minus Khan. The two lead characters will still be seen in similar situations. They are recognisable and this will further help build the brand”.
On the campaign, Tista Sen, NCD, JWT India, said, "The campaign revolves around a young modern couple who discover a new idea from Godrej and a new aspect to their relationship. This is a sequel to celebrating ideas that make life better that made its debut last year. The Godrej products are interwoven in this very charming episodic campaign that showcases young couples in India who are home proud, gadget proud and relationship proud. Godrej ka naya idea is the bedrock of each film where viewers discover the simplicity and joy of owning a Godrej. Driving an image that is contemporary, friendly, relevant and young this campaign re-positions the brand to a friend you cannot do without. Supported on digital and online with twitter and Facebook this seamless communication celebrates the innovation at the heart of each Godrej product and thereby celebrates life."
National creative director: Tista Sen
Sr. Creative director: Priya Pardiwalla (ECD), Steve Mathias