Client: Godrej Appliances
What we delivered: Revised Brand Philosophy, Launch Campaign that included TVCs, Print and Outdoor
Agency: CreativeLand Asia
Role: Associate Creative Director
Godrej Appliances faced the challenge of cementing its position in the competitive home appliances market while aligning with modern consumer expectations. Leveraging its extensive heritage, the brand aimed to transition from a focus on quality to a narrative centered around innovation and sustainability. To achieve this, it needed to address any lingering perceptions, effectively communicate its commitment to innovation, and ensure easy recall among new buyers.
Kya soch ke banaya hai?
In a market inundated with technological features, we identified an opportunity for Godrej Appliances to stand out by emphasising the thoughtfulness behind its innovations. The "Soch Ke banaya hai" (Things Made Thoughtfully) brand philosophy was devised to address a crucial consumer insight: the desire for products that resonate with their values.
The idea behind this insight was to reassure consumers that Godrej Appliances has meticulously crafted its offerings with considerations such as power-saving, green energy, and ease of use, alleviating the need for consumers to overthink their appliance purchases and putting at ease the 'Einstein' in all of us"
Extending from films to prints
In print media, we seamlessly extended the campaign's storytelling by reinforcing the theme of overthinking Einstein. Effectively showcasing various appliances across different ad sizes, including hero products, variants, and even cross-products like ACs and fridges, was a key challenge. These ads accommodated price points, key features, and retailers' availability details within limited space. Additionally, adapting to different languages ensured maximum reach and resonance with diverse audiences.
Hum hogaye kaamyaab, Ek din!
After the successful launch of the AC campaign and the establishment of the new brand philosophy "Soch Ke Banaya Hai (Things Made thoughtfully) for Godrej Appliances, which garnered significant traction and high recall across multiple media platforms, we were tasked with creating another film. This time, the focus was on the front-load washing machine, Godrej EON, highlighting its key USP of Allergy Protect mode.
One for the Veggie Drawer
Here's another film we conceptualized for their new innovation in the single door refrigerator category called the veggie drawer. Set in a household kitchen, the scene opened with a concerned grandmother, played by Ratna Pathak Shah, complaining to her daughter-in-law because when she opened the refrigerator door, she found no vegetables. The grandson then responded by opening the separate veggie drawer, filled with fresh vegetables. He told his grandmother that now with the new Edge Duo Refrigerator, they kept the vegetables separately – leaving the grandmother speechless.
Not really a fathers day film!
By this point, our alliance and trust with the Godrej Appliances team had strengthened so much that we began presenting ideas without waiting for a brief whenever we had something exciting. Here's a fun Father's Day film that embodies the sense of humor we've infused into the brand. Unlike most brand films that overly praise fatherly duties on this day, we took a playful jab at it.
In conclusion, the new positioning of Godrej Appliances, anchored by the "Soch ke banaya hai" philosophy, has effectively cemented its market position. This philosophy remains the guiding principle in their product communications even today. By embracing this ethos, Godrej Appliances has not only distinguished itself in the competitive landscape but also sustained its relevance and connection with consumers, paving the way for continued success in the dynamic market.
