The Godrej Group, one of India’s most trusted conglomerates, today embarked on ‘Masterbrand 2.0’, a consumer connect initiative, aimed at providing ideas that make life brighter. As part of this initiative, the company also launched ‘FreeG’: India’s first non-web based mobile browsing experience. Celebrated for offering innovative brighter living ideas for over 100 years, Godrej reiterates its commitment of creating pathbreaking products with the launch of Masterbrand phase 2.0.
The campaign showcases a slew of innovative products offered by Godrej to delight its customers. From a new age bed enabled with electronic hydraulics, 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, these products were showcased through a series of 8 television commercials that were aired on prime national channels from 14th of November onwards. The commercials continue to feature Sam & Meera, our Masterbrand protagonists from the 2013 Masterbrand campaign.
Speaking at the launch, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group stated, “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."
In a breakthrough move, Godrej also launched, on this occasion, 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.
Commenting on this Ms. Dubash said, “Taking a step forward in making our consumers' lives brighter, we are happy to announce the launch of a new customer interface, which is a first of its kind non web based mobile browsing experience which will add a new dimension to our focus on customer engagement and service”.
Taking this forward, the launch of Masterbrand will be followed by various interactive consumer initiatives that will further communicate the idea of brighter living. With an effort to bring these ideas closer to their patrons, Godrej will also launch a number of digital films. A unique initiative in the pipeline is ‘Tweet a Tune’- a pioneering consumer engagement initiative that will witness the group in partnership with professional musicians on the song dew platform create songs inspired by tweets posted by Godrej patrons. And this is not it! Known to create brighter living offerings for not just India but across the world, Godrej leaves no stone unturned in connecting with their patrons as they attribute the songs to each patron and thereafter dedicate the same across multiple media platforms like radio and social media.
Commenting on the Masterbrand 2.0 campaign strategy and the new customer interface system, Shireesh Joshi, Head-Strategic Marketing, Godrej Group said, “The next leg of our iconic Masterbrand 2.0 campaign has taken a giant leap. We are proud to showcase an entirely new set of Godrej's ideas that make life brighter. Creatively our new Campaign with Sam and Meera strikes fresh ground - insightful products in charming stories with characters that feel real; so real that they have their own social pages. And as an execution this campaign leaves behind 360 marketing to a level of cross media seamless ness never seen before. The awareness to purchase journey is now a smooth experience that's as rewarding as the products."
In the last 7 years, Godrej group has built on its promise towards a brighter living by creating a slew of innovative ideas. With the launch the brand goes further in its journey of “Ideas the make life brighter”. Focused on innovation the campaign enhances the brand’s emotive appeal by showcasing the breadth of fresh ideas from within the group to our consumers.
