afaqs!

Godrej Eon's 'clean' campaign moves on-ground

By Tarana Khan , afaqs!, New Delhi | In Advertising | November 05, 2008
After a suspense building teaser campaign and mass advertising, Godrej is readying itself to execute on-ground activities for its LCD TVs in Andhra Pradesh

Godrej, which & #BANNER1 & # launched its Eon range of LCD TVs in Andhra Pradesh, is now moving on-ground to promote the product. The company had launched Eon in September with a website and a mass campaign on TV, outdoor and print.

Ramesh Chembath, general manager, marketing, Godrej Appliances, informs afaqs! that the below-the-line activities in the pipeline include corporate promotions, residential contact programmes, mall activation and 'surround branding'.

Currently, the residential activities are in place and people are being informed about the qualities of the product. The activities have been conceptualised by Orchard Advertising in Mumbai and are being executed locally in Andhra Pradesh in cities such as Hyderabad, Visakhapatnam and Vijayawada.

Elaborating on the activities, Kaushik Mitra, senior vice-president and brand partner, Orchard Mumbai, says, "We plan to have Godrej mobile vans in these cities, which will connect with the customers. In malls, we will have an activity where we will shoot a picture and then 'clean' it to show how it would look on Eon."

Mitra says that innovative hoardings will also be put up shortly in the region.

Though the campaign is currently limited to Andhra Pradesh, Chembath says that it will expand to other regions in phases, until Eon's national launch in mid-2009.

Apart from the BTL activities, the Internet played a significant role in the campaign and was conceptualised by Arc Worldwide. The website, www.cleanerimages.in, demonstrated to visitors how images appear much cleaner when viewed on Godrej Eon.

CVS (Venke) Sharma, senior vice-president and director, Arc Worldwide, says, "In a cluttered LCD market, the challenge was to differentiate." Apart from online banners, Arc created a virtual character, Dr Narain Thumbuswamy, who appeared on social networking sites to inform people about the product."

Commenting on the use of online media, Chembath says, "Our target customers for Eon are evolved and Internet savvy. They prefer to research electronics online."

The agency claims that the website has received 16,000 unique visitors and 30,000 page views since its launch in September.