Godrej & Boyce to spend Rs 15 crore on new furniture range Interio

Godrej Furniture and Interiors Group, part of the Godrej & Boyce Mfg Co, recently consolidated its furniture offering under the brand, Godrej Interio, which will be specifically targeted at consumers from the upper SEC.

The company has allocated a budget of Rs 15 crore for the advertising of this. It is all set to roll out its campaign, which will include both television and print, from September 16 onwards.

The three TV commercials will feature different people in different settings such as the living room, the office and the kitchen with their conventional furniture. Each one of them, on seeing an Interio furniture wagon passing by his window, gets highly excited and tears down his own décor.

In the next shot, they are all shown happy with the new and stylish furniture from Interio, with the voice-over saying, “No one knows interiors better”.

The print ads, in sync with the brand promise of delivering style, vibrance and class, invite the consumer to indulge themselves and get a feel of the product. These ads will feature in general, interior and in-flight magazines.

Godrej Furniture and Interior Group, as part of its media strategy, will first build brand stature and awareness through advertising and promotion activities and then continue its communication with the consumer and try to maximise its reach and frequency throughout the country.

For the record, creative duties for Interio will be handled by Law & Kenneth, while the AOR for this business is Carat Media Services.

The company has also unveiled a logo for this brand, which has a three-dimensional look of a room with three sides coloured in orange, green and blue.

Here, orange signifies change and flexibility and represents furniture for the home. Green signifies energy and represents furniture for the office, while blue represents special projects for organisations.

The market research conducted by the company suggests that the current boost in the economy has brought about a rapid change in consumer lifestyles and living standards, both in metros as well as small towns.

Godrej Furniture and Interior Group has 42 Lifespace stores across cities in India with a network of 800 channel partners. Growing at a rate of 25 per cent year on year, the group aims to achieve the mark of 33 per cent for next year.

In 2005-06, turnover for the division stood at Rs 600 crore and is targeted to cross Rs 800 crore for 2006-07. With exports expected to grow from the current 5 per cent to 15 per cent in the near future, the group also plans to increase focus on niche segment furniture such as stadiums, healthcare and hospitality and corporate showrooms.

© 2006 agencyfaqs!