Godrej Appliances says 'Tell Her' this Women's Day

By Satrajit Sen , afaqs!, New Delhi | In Digital | March 10, 2014
The brand's first-ever DVC aims to engage and act on a common miss by most men, wherein they often forget to appreciate the woman in their lives while she dons many roles with ease.

I have often pondered on this question: Is women's day the only instance when we can remember or praise the women in our lives? Going by what brands do, there is certainly no denying this fact. Various brands launch a plethora of campaigns around the occasion, saying the same story differently and the catch probably lies in how differently and beautifully one draws the story line.

Godrej Tell Her campaign

Ramesh Chembath

Godrej Appliances, a part of India's leading FMCG conglomerate Godrej Group, has come up with its first-ever digital video campaign (DVC) that aims to engage, and act on a common miss by most men, wherein they often forget to appreciate the woman in their lives while she dons many roles with ease.

Titled 'This Women's Day, Tell Her', the video, conceptualised by digital agency WATConsult, shows how a married woman keeps on looking for the ideal romantic husband on a blog called 'Married Man you Will Love'. In the course of the video she is shown doing her household work, thus providing a peek into the product line of Godrej Appliances.

The woman is then shown asking her husband to be like the man from the blog. Eventually it comes out that the blog is actually written by none other than her husband. The video went live on YouTube on March 6 and will be promoted across social media channels of Godrej Appliances' products.

Citing aggressive growth in digital video usage, time spent and videos streamed online, Godrej looks to reach out to tech savvy, modern women.

Speaking about the idea, Ramesh Chembath, associate VP and head, marketing, Godrej Appliances, says, "Women are our most important consumers and hence we felt it is important to make them feel special on their day. Today women are equal counterparts to the male members in the household and are equally time pressed; which is why our products are designed to help make their lives simple. Often people misconstrue that women are not as tech-savvy as men, and hence need home appliances which are not very high-tech. On the contrary, women appreciate new technology and are quite adept at accepting the same. Our campaign helps to bring this out and showcases the main protagonist as a multi-tasker who is at ease with technology at home and at work."

Chembath further states that having understood the great leaps taken by women in the field of education, science and fight for equality, the brand decided to celebrate the 'special woman' through this unique digital video commercial.

Consumption of digital content has exploded in India and studies have shown that internet users watching digital videos have risen from 56 per cent in 2008 to 75 per cent in 2013; people streaming videos watch ads for at least 20 seconds with an average completion rate of 87 per cent, says Emarketer.

Globally, digital video campaigns have 18 per cent more recall than TVCs, according to a Nielsen report. A comScore report, on the other hand, suggests that 75.8 per cent of all women, 6 per cent more than men, sit online on a daily basis; and that is where Godrej Appliances believes to be hitting the right note for a successful Women's Day DVC.

Rajiv Dingra

Commenting on the brief and the execution of the campaign, Rajiv Dingra, CEO, WATConsult, says, "We often forget to thank the women in our lives - be it our mother, sister, daughter or wife, for all that they do and for how well they balance their personal and professional lives. This DVC aims to bring this gratitude forward and urges men to be expressive and help make the women feel special."

The Godrej Group is one of the largest players in Home Appliances in India and has always delighted the consumer with relevant technology in a wide range of efficient products. In 1958, Godrej was the first Indian company to manufacture refrigerators and has become synonymous with the category.

In the last one year, Godrej has introduced more than 100 new products across various categories, including refrigerators, air conditioners, microwave ovens and washing machines. With new innovative technologies like Edge Pro and Digi Fresh technology in refrigerators, Green Balance Technology in air conditioners, India's 1st Pizza and Kebab Maker in microwave ovens, U-Sonic washing machine with ultra-sonic stain remover, and tilted drum in washing machines, Godrej is redefining the technology space in the Indian appliances industry.

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