Creative Execution

The brand launched a digital video commercial (DVC) dedicated to women on Women’s Day. In the DVC, we followed a day in the life of our protagonist Antara showcasing her interests, ease with technology and use of our appliances. To promote the dvc an integrated campaign was launched which helped generate not just eyeballs but immense engagement across Facebook, Twitter and YouTube.

We received over 2,66,519 views in two days! People were talking about our DVC all over social media. Seeding by Miss Malini generated over 2,083,387 impressions! Campaign reached over 3 Million people (Fans/Followers + Friends of Fans/Followers) 22% achieved on Facebook (from 1.7 Million Fans) 89% achieved on Twitter (from 7500 Followers) Seeding by Miss Malini generated over 2,083,387 impressions! Generated over 75 Million Impressions Generated (Facebook, Twitter, YouTube combined) We even got featured by AFaqs, Exchange 4 media, Business2community.com, Hindu Business Line and Lighthouse Insights ranked us amongst top 31 social media campaigns of 2014.

Godrej Appliances has many innovative and tech-savvy products on offer. Contrary to popular opinion , insights showed that women today are evolving and are open to high-tech appliances such as the ones Godrej offers. The challenge therefore was to showcase this insight and thus help re-shape perceptions. The brand was keen to associate with a specific ilk of Indian women who are confident, independent and tech savvy. The challenge was to do away with the image of the traditional Indian woman not so keen on hi-tech appliances and shift to a an evolved and modern audience and associate this audience with the brand.