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Tag: Godrej Aer

  • It is conceptualised by Creativeland Asia

    Godrej Aer Matic’s new TVC

    By Our Staff

     

    Godrej Aer, the bathroom, car and home fragrance brand, unveiled its TVC campaign, ‘If rooms could talk’ for Godrej Aer Matic, an automatic fragrance diffuser variant.  It is conceptualised by Creativeland Asia.

     

    Speaking about the new campaign, Somasree Bose Awasthi, Chief Marketing Officer, Godrej Consumer Products Limited (India), said: “There’s nothing more relaxing than spending quality time with your family and fragrance plays a key role in uplifting the mood. Godrej aer matic’s fresh fragrance creates happy & relaxed family moments. This smart fragrance plans its day around yours and lets you create custom spray schedules like every 10, 20, or 40 minutes. The new TVC emphasises these key features of the product with the help of smart VFX making it more interesting for consumers to watch. There is also a smart matic version which is bluetooth enabled”

     

    Adds Anu Joseph, Chief Creative Officer, Creativeland Asia: “If rooms could talk” is a fertile space for a brand that has always been quirky in its communication. In this ad, we’ve pretty much demonstrated what would happen if objects in a living room were to actually prep themselves for a family movie night. Just the perfect stage for aer matic to make a grand entry and settle the chaos. A word on the actors, they were an absolute riot and wouldn’t stop talking.”

     

     

  • Creativeland Asia uses Twitter to script a crowdsourced song for Godrej Aer as #DontSmokeBecause sends out a democratic message for anti-smoking

    Godrej Aer crowdsources for ‘don’t smoke’ campaign

    By A Correspondent

     

    After having achieved much success with Hippo snacks some years back, Creativeland Asia has come up with another first exploiting the possibilities thrown up by the social media: crowdsource a communication message. Some 2704 tweets posted by people across India and filmed with 330 people are the hightlights of Godrej Aer’s #DontSmokeBecause song.

     

    #DontSmokeBecause was launched on the Twitter handle of @Godrejaer and asked people to write in their reasons to avoid or quit smoking, notes a communique. Within five days of the launch thousands of tweets came pouring in. Soon after this the video was filmed with the support of people including young college students, senior citizens, working professionals, singers, amongst others.

     

    Said Anu Joseph, Executive Creative Director, Creativeland Asia: “In the early days of Twitter we had created a successful twitter-based campaign to track inventory for Hippo. Since then we have continued to push ourselves to use social media properties for client partners to create value-based differentiation. #DontSmokeBecause is a step-towards using the 140-character platform inventively.” The project took two months to complete – from conceptualization to execution.

     

  • There are no tall promises, there can't be for a silly little freshener, so why waste time? They have also smashed the usual ad cliches, and full marks for not throwing in a hot babe

    Debrief: Godrej Aer: ‘No Bakwaas’ route works

    By Anil Thakraney

     

    Godrej Aer’s new commercial is a very good example of how keeping things simple helps when you are dealing with a very low involvement, an almost boring product category. Aer is a car freshener, not something one would even give a second thought to.

     

    The TVC features a young chap who’s seated in his little, no-frills car. The voice-over takes you through everything Godrej Aer WON’T do. It will not make your car bigger, better or luxurious. It won’t even turn you into a celebrity. All it will do is to provide some fragrance inside your cheap, stinky car. That’s it.

     

    I like this approach, it makes the low-profile brand immediately break the clutter. Kinda reminds me of Sprite’s ‘Seedhi baat’ campaign. There are no tall promises, there can’t be for a silly little freshener, so why waste time? They have also smashed the usual ad clichés, and full marks for not throwing in a hot babe, something that’s become mandatory for such a product category. Net result: The brand wins big-time. Suddenly, even if my car doesn’t stink, I am interested.

     

    If there’s one negative aspect to this approach, it’s this: After a couple of exposures, the ad loses its novelty. (This did not happen with Sprite.) It’s a direct, logical ad, and there’s very little entertainment value. They must shift the gear very soon, move the ad to the next level, so that the idea doesn’t lose its potency.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=8wJrjsaaVQY[/youtube]

    Rating: (On a scale of 1-5): 3. Effective ad. Creates a buzz on a low interest brand.