Press Release

Customer Centria partners with Godrej for 'Powerplay', unveiled at IPL 2011

Section :Other Briefs, Category : Marketing

Company Brief
Mumbai, April 13, 2011

Riding on the current wave of Cricket mania sweeping the nation, Godrej announced the launch of 'Powerplay' - a unique customer engagement initiative. Poised to be the largest multi-brand initiative across the Godrej Group, with Godrej Power Play', Godrej has taken India's passion for the game, from the pitch to the homes of consumers, thus adding fuel to an already raging fire.

Customer Centria has partnered with Godrej, to create and manage, one of the most innovative shopper activation programs in the consumer goods segment. P S Krishnan, COO - Customer Centria enlightens "Powerplay is perhaps the largest, multi category, multi value customer engagement initiative. A great bonding achieved through the most powerful vehicle, cricket. Customer Centria enables Godrej consumers realise this dream. CC provides the platform and the design with which Godrej consumers can engage with Godrej products and their favourite cricketers"

And this is the true value that Customer Centria, brings to its projects - being able to deliver transformational customer experiences through a custom designed loyalty program, bringing to the table, the whole weight of its unique spectrum of solutions from technology, analytics, campaign management and even online marketing.

Powerplay helps Godrej create an interactive space wherein shoppers purchasing a Godrej product can register themselves through the portal/IVR/Call centre, and be assigned a cricketer for every distinct product registered.

Customer Centria will own the end-to-end customer engagement management of this initiative. Right from concept enhancement, portal designing, game designing (done by Fantasy cricket league), IVR integration, digital marketing, campaign management and analytics, technological support and loyalty management, all will be done by Customer Centria.

Speaking on the occasion Mr Tiwari said, "Godrej, ever since it's relaunch in April 2008 under the ethos of Brighter Living, has been at the forefront of launching powerful initiatives to engage & delight our consumers. The success of Gojiyo & Godrej Khelo Jeeto Jiyo are a testament to this drive. Carrying the spirit forward, we are happy to bring Godrej Powerplay wherein Godrej becomes the nation's first brand to foray into mass multi-category loyalty cutting across all types of consumers & 90+ product / brand lines. Godrej Powerplay allows Godrej consumers a chance to participate in the thrill of IPL, create their own teams, win awesome rewards while creating a lifestyle of their own using Godrej products in the process. Godrej Powerplay allows us a chance to engage with consumers on a one on one basis as we seek to delight them."

He added, "We required a highly skilled team that understands the Godrej values and the new age consumer. Already having co-created a successful initiative 'Gojiyo' with Customer Centria, we saw their potentials and decided to bring them on board."

Consumers of all Godrej products across over 90 product categories will be able to take part in the mega Godrej Power Play which makes its foray with the highly-awaited IPL season. Participants will experience the thrill of making their own cricket team, exchanging players and winning fantastic prizes as they play along the duration of IPL series. Further information is available on

How does it work:

Participating in Godrej Power Play is simple - when a customer buys a Godrej product from any of the categories ranging from soaps to furniture, hair colour to real estate register the same on either the website -, or call on 09167500100 or sms 'Godrej ' to 09167500100. For every distinct product registered, get the name of a cricketer along with the value assigned to the cricketer, as an SMS. Now the cricketer's value increases when he performs well in the ongoing T20 matches. The participant's chances of winning increase with the number of cricketers and the cricketers' performance. There is another exciting feature about Godrej Powerplay, which is Exchange. The participant can exchange his existing players for other better performing players on the basis of the player value and the user's virtual bank balance. The players' values keep increasing through the ongoing T20 matches proportional to his performance and the virtual bank balance depends on the quantity of the products bought.

The mega prize is a trip to London with a chance to watch a match live at the prestigious Lord's Cricket Grounds. A range of weekly prizes includes winning a complete set of Godrej appliances for the home or Godrej Interio furniture or attractive cricket merchandise. There is also a limited period early bird prize of a 15% cash-back offer in the form of vouchers for participants collecting 11 cricketers.
So as the cricket fever rises, join the game of Godrej Power Play and start winning big!

For further information, please contact:

Hanmer MS&L Communications Pvt. Ltd
Jayna Shah
Mobile: +919833743102