Orchard to introduce Godrej TVs creatively

By Savia Jane Pinto , afaqs!, Mumbai | In Advertising | June 24, 2008
Godrej plans to enter the television segment by the end of August. A phased launch has been planned, with Andhra Pradesh being the first in line

Orchard & #BANNER1 & # has won the creative duties for Godrej Appliances, an account that is estimated to be worth Rs 8-10 crore. Godrej is planning to launch its range of high-end appliances, including flat screen TVs, LCD TVs and DVD players, by the end of August, and Orchard will create the communication for the range.

Godrej will launch its range of appliances in a phased manner, beginning with Andhra Pradesh. Why Andhra Pradesh? Ramesh Chembath, general manager, marketing, appliances division, says, "The penetration might be low in Andhra Pradesh, but the market there is growing at a very fast pace. Acceptability for high-end products is high in this market."

In terms of media accessibility, too, the Andhra Pradesh market is strong on the regional channel front, which means that media investments don't need to be very high. "As a brand, Godrej is very strong in this market," says Chembath.

MindShare is the media agency for Godrej Appliances.

The media mix will involve a grand-scale communication strategy. A TV commercial, print and loads of ground level activity are on the cards.

Mudra and DraftFCB Ulka were among those agencies that participated in the pitch called by Godrej. JWT will continue to handle Godrej's washing machine and air-conditioner businesses.

Orchard already handles the Cinthol range for Godrej. This is the fifth new business the agency has won recently.