Godrej launches Masterbrand 2.0

As part of this initiative, the company has launched 'FreeG', a non-web based mobile browsing experience.

The Godrej Group has launched its consumer connect initiative 'Masterbrand 2.0' aimed at providing ideas that make life brighter. As part of this initiative, the company also launched 'FreeG', a non-web based mobile browsing experience.

The conglomerate's campaign showcases a slew of innovative products offered by Godrej through a series of eight television commercials that were aired on prime national channels from November 14 onwards.

"The campaign revolves around a young modern couple who discover a new idea from Godrej and a new aspect to their relationship. This is a sequel to celebrating ideas that make life better that made its debut last year. The Godrej products are interwoven in this very charming episodic campaign that showcases young couples in India who are home proud, gadget proud and relationship proud,” says Tista Sen, national creative Director, JWT India.

The products showcased through these ads include a bed enabled with electronic hydraulics (Karbonn bed), a video door phone allowing continuous surveillance of two entrances of home with storing capacity of upto 100 photographs, state of the art properties, effective mosquito repellant solutions to authentic street food experience at home.

Godrej also launched a first of its kind customer interface, 'FreeG'- India's first non-web based mobile browsing experience. FreeG is an innovative consumer interface, in the form of a mobile number- 09980899808, that allows every mobile user in the country the opportunity to experience the entire portfolio of Godrej offerings completely free of cost. It has a potential reach of 866 million consumers and is the Group's vision of a long-term property that will straddle across all Godrej brands.

Tanya Dubash, executive director and chief brand officer, Godrej Group, states, "In this next phase of the Godrej Masterbrand journey, we continue to showcase designful and innovative products with ideas that truly make our consumers' lives brighter, from across our diverse set of businesses. We believe that when seen collectively, this leads to a reassessment of the image of brand Godrej which in turn leads to greater consideration and sales."

The launch of Masterbrand will be followed by various interactive consumer initiatives like digital films, Tweet a Tune - a partnership with professional musicians on the song dew platform create songs inspired by tweets posted by Godrej patrons.

In the last seven years, Godrej group has built on its promise towards a brighter living by creating a slew of innovative ideas. Focused on innovation, the campaign enhances the brand's emotive appeal by showcasing the breadth of fresh ideas from within the group to consumers.

Established in 1897, the Godrej Group was founded by Ardeshir Godrej, lawyer-turned-serial entrepreneur. The group has revenues of USD 4.1 billion and it enjoys the patronage of over 600 million Indians across our consumer goods, real estate, appliances, agri and many other businesses. Over 25 per cent of its business comes from overseas.

Have news to share? Write to us atnewsteam@afaqs.com