UNIFYING A FRAGMENTED PORTFOLIO by Madison Communication for Godrej

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UNIFYING A FRAGMENTED PORTFOLIO

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Industry Household maintenance & pet products, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market India
Agency Madison Communication
Released June 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: GODREJ GROUP OF COMPANIES
Product/Service: GODREJ PRODUCTS
Date of First Appearance: Jun 29 2009 12:00AM
Entrant Company: MADISON MEDIA, Mumbai, INDIA
Chief Operating Officer: Vanita Keswani (Madison Media)
General Manager: Kunal Jamuar (Madison Media)
Business Director: Salil Sawant (Madison Media)
Director MMCC: Mandir Tendolkar (Madison Media)
Media placement: TV - Star Network - 29/06/2009

Results and Effectiveness
The show established Godrej lifestyle to be higher than sum of individual products amongst 240m viewers through an unprecedented run of 50 episodes each on three general entertainment channels on primetime. Independent research showed awareness and purchase disposition towards product range going up from 53% to 58%. Consumers’ resonance with Godrej values like modernity, range & vibrancy improved from 58% to 67%. Sales growth for Godrej Interio furniture and Eon appliances accelerated from 6% and 4% to 24% and 37%. The purchase linked show activation impacted business value of $20m immediately.

Creative Execution
We co-created Godrej Khelo Jeeto Jiyo [Play Win & Be Alive] with India’s leading channel network and foremost production house. Main creative challenge was to balance entertainment with brand showcase objectives dynamically. We crafted a reality game show set in a 'Godrej' lifestyle home where participants could win diverse Godrej products across different rooms. They could go on to win a fully furnished Godrej house in response to fun, simple questions & activities which were creatively influenced by Godrej positioning of Brighter Living & Illuminating Life tonality. The entire ambience was enjoyable & created using Godrej brand identity & products. Even gratifications were derived from Godrej brands’ need states. Eg. Adventure holidays from adrenalin based personal care brand - Godrej Cinthol. The anchor was a young film celebrity. The show impact was amplified using set recreation on-ground & mobile-based Godrej purchase led to show entry.

Insights, Strategy & the Idea
Godrej is a 113-years-old, $2b Indian brand marketing 30+ product categories. It has a fragmented franchise, equity & investment profile across this repertoire. While 86% of households have used a Godrej product, only 20% use five or more Godrej products. Going on to sell a lifestyle beyond the 30+ categories to a singular franchise was the imperative. Godrej also needed to evolve to being modern and contemporary. Consequent objectives were to demonstrate the width and depth of the product portfolio, motivate consumers to use multiple Godrej products and portray Godrej as a modern lifestyle brand. The strategy dovetailed two insights: First, television embodies celebration, hope & self expression for millions of Indians; Second, it is possible to create an entire lifestyle with Godrej product range. The idea was to create an entertaining lifestyle based TV game show using Godrej's product range.