As part of its master brand strategy, the R25,000-crore Godrej Group has embarked on a consumer connect initiative — Masterbrand 2.0 — with an objective to provide lifestyle ideas to consumers.
To start with, the group has launched Masterbrand 2.0 — an advertising campaign comprising eight television commercials — to showcase the groups’ new products this year.
Last year, the group had launched the first phase of the Masterbrand campaign, featuring cine star Aamir Khan in its eight television commercials. Incidentally, this year Aamir Khan does not feature in the group’s new campaign.
On the group’s new initiative, Tanya Dubash, executive director & chief brand officer, Godrej Group, said: “In this second phase, we continue to showcase new products. We believe that when seen collectively, this leads to a reassessment of the image of the brand Godrej.” The group has launched ‘FreeG’ which gives a non-web based mobile browsing experience. “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,” said Dubash. To support its new campaign, the group will launch a series of digital films and a consumer engagement initiative — Tweet a Tune. On the Masterbrand campaign strategy, Shireesh Joshi, head, strategic marketing, Godrej Group, said last year’s campaign had a positive business impact. “As an execution, this campaign leaves behind the 360° marketing to a level of cross media seamlessness to spread our message,” he said.