Sangeeta Tanwar
Media

Godrej’s first branded lifestyle show on STAR Network

The reality game show will be showcased on three channels – STAR Plus, STAR One and STAR Utsav

The Godrej Group is busy preparing for its debut on the small screen. The brand is teaming up with television network STAR to mount its first ever branded content on the silver screen.

Godrej and STAR have come together to create a branded lifestyle reality game show, titled Godrej Khelo Jeeto Jiyo. The show will showcase and promote various consumer products and other offerings from the Godrej Group.

The initiative aims to impress the audience with the group’s wide portfolio, including products ranging from personal care to property and microwaves to moulded furniture. Nearly 70 per cent of a modern home can be furnished with Godrej products.

Godrej’s first branded lifestyle show on STAR Network
In an email interaction with afaqs!, Ashutosh Tiwari, executive vice-president, strategic marketing, Godrej, lists the objective of the show, saying, “Godrej Khelo Jeeto Jiyo will help us create tremendous brand visibility and interactivity with our consumers. It will help us in establishing a strong emotive relationship with our large number of core consumers, create greater awareness about the brand portfolio and motivate the franchise to buy more of the diverse range of Godrej (products).”

Interestingly, last year the company had re-launched the Godrej master brand, giving the brand a new look and feel, with a commitment to bring a brighter life for consumers. The reality game show, in concept and execution, aims to fulfil the core promise of a brighter life for consumers.

Consumers can participate in the show by purchasing any Godrej consumer product and by sending an SMS about the value and the barcode number of the product. The show will be all about the Indian family, where contestants can win products required to furnish a beautiful home for a comfortable lifestyle.

As this is the first ever branded lifestyle reality show on television, it aims to cater to all Indian consumers who are optimistic, aspire to achieve and express these achievements through the products they buy and own.

Godrej Khelo Jeeto Jiyo will be a 10 week reality game show with 50 episodes. The show will go on air tentatively in June. It will be aired on weekdays on three STAR Network channels – STAR Plus, STAR One and STAR Utsav.

Godrej’s first branded lifestyle show on STAR Network
Elaborating the power and the reach of the STAR Network, Keertan Adyanthaya, executive vice-president and general manager, STAR Plus, says, “STAR Plus is a mass reach pay channel, while STAR One is a channel that has great strength in urban markets and STAR Utsav is a FTA (Free To Air) channel. The show will be aired on three network channels on the same day. Through a combination of these three channels, we have a reach of more than 100 million people every week and Godrej Khelo Jeeto Jiyo will reach out to all these viewers.”

STAR is not new to AFP (advertiser funded programming). Keertan shares that Rin Mera Star Superstar was the last AFP on STAR Plus and last year, there were three episodes of Pepsi Chala Change Ka Chakkar, which showcased a contest gratification where winners got an opportunity to swap their lives for a day with celebrities such as Mahendra Singh Dhoni, Saif Ali Khan and Juhi Chawla. Recently, on STAR One, Ponds Age Miracle Salaam E Ishq was another branded content endeavour that won the second prize at the Goafest.

STAR goes for AFPs only if its aims and goals (entertaining and engaging the whole family) match with the brand that it ties up with. Talking about the new show with Godrej, Adyanthaya says, “Big Synergy came up with the concept for the show and approached us. Subsequently, both of us developed it further and jointly approached Godrej.”

Godrej’s first branded lifestyle show on STAR Network
In the past, Big Synergy has given STAR Plus popular game shows such as Kaun Banega Crorepati and Kya Aap Paanchvi Pass Se Tez Hai. In an official communiqué, Siddhartha Basu, chief managing director, Big Synergy, shares, “Khelo Jeeto Jiyo is a home grown format which has a great fit with Godrej and STAR as it connects with common aspirations, being a fun, family game show. It is built on the universal hope for a dream home and a better, brighter life.”

Godrej Khelo Jeeto Jiyo will provide consumers a chance to win a wide range of Godrej lifestyle products as they move forward to various stages of the contest. The winner stands to win the grand prize – Godrej Lifestyle – through a fully furnished ‘Godrej Bright Home’.

Tiwari informs, “We will go for on-ground activities, along with mass media advertising (such as calling for entries) to promote the show to drive maximum participation from our consumers. The show promises to have exciting elements such as surprise winners, interactive on the spot participation and top celebrity couple competitions to engage and enthral the audience.”