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Tag: Tanya Dubash

  • To create awareness about safeguarding the environment

    Godrej launches a book on World Earth Day

    By Our Staff

     

    On World Earth Day, this year, the Godrej group released a book called ‘The Last Cloud, Ray, Drop, Mangrove and Bee’ for children to urge them, other individuals and business heads to invest their resources in safeguarding the environment and protecting valuable species from extinction. Using this digital book as a platform, the group, sends an urgent message about preserving the environment for tomorrow.

     

    Commenting on the book, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group, said: “The Godrej Group has historically been at the forefront of environmental conservation and each and every organization under our umbrella is determined to making every effort towards a cleaner, greener and better world. We have always considered a sustainable work ethos as our responsibility to our nation and our planet. To safeguard the environment for the generations yet to come, we aim to promote personal responsibility through this book ‘The Last Cloud, Ray, Drop, Mangrove and Bee’. We hope to instil  a sense of passion in every reader to invest themselves into preventing environmental degradation and nurture conservation”.

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “Every Earth Day, we’ve been asking adults the world over to think about the children of the future. This time though, we thought, ‘let’s redirect to the little ones.’ After all, the future of the planet is intertwined with theirs. And when the little ones know better about Earth’s history, they’ll grow up and change the global warming story. And our videobook, The Last Cloud, Drop, Mangrove, and Bee, gives that loving nudge through little Maahi and her friends as they spread planet positivity and change the world to be #EarthfullyYours.”

     

     

  • New digital films released by Godrej group, Godrej Expert Rich Crème and Godrej Appliances and  digital campaigns by Cinthol Original Soap, Godrej Locks and Godrej Security Solutions

    Godrej Group brands get together on Women’s Day

    By A Correspondent

     

    To commemorate International Women’s Day, brands across the 122-year-old Godrej group came together to celebrate womanhood and their contribution towards different aspects of life. The Godrej Masterbrand thanked its women employees by featuring them in a digital video on gender equality and women empowerment while brands like Godrej Expert Rich Crème and Godrej Appliances unveiled their campaigns around Women’s Day. The group’s other brands like Cinthol Original Soap, Godrej Locks and Godrej Security Solutions rolled out female-led influencers and digital campaigns.  This year, the International Women’s Day theme was #EachforEqual depicting an equal world is an enabled world.

     

    Commenting on the same, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group, said: “At Godrej, we are committed to empowering our women employees to transform their social disadvantages into opportunities. We empower them with the right to make their own choices in their professions. Our objective is to develop an ecosystem where they are given the freedom to enjoy the best of both worlds i.e.  professional as well as personal,” adding “We, as an organisation do our best to understand women’s professional challenges and provide constant support and assurance so that they bring their whole selves to the workplace. The Godrej Masterbrand video highlights the little things that Godrej is doing to support women within as well as outside Godrej to reach their full potential and recognise and appreciate the contribution made by them.”

     

     

  • Harley Davidson, Tata Nexon EV, Guess Watches, BBLUNT, Esprit, Godrej Interio, Myntra and many more to participate

    Big Brands to converge at Godrej L’Affaire on Feb 22

    By A Correspondent

     

    Godrej L’Affaire, a curated experiential lifestyle platform by the Godrej group, is all set for its fourth season to be held in Mumbai on Saturday, February 22 at Godrej One, Vikhroli. This year, Godrej L’Affaire is themed on ‘New Beginnings: Going Back to Roots’ to showcase India’s unparalleled legacy and rich culture that will inspire future lifestyle experiences.

     

    Commenting on the occasion, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group, said: “After three consecutive successful seasons, we are proud to announce the fourth season of Godrej L’Affaire. We have curated an exciting line-up of brand integrations that will bring out the essence of the participating brands in an experiential manner. With over 40 participating brands, Godrej L’Affaire is all set to be bigger, brighter and will bring together key opinion leaders, influencers and consumers together to celebrate nuances of lifestyle.”

     

     

  • The film not only showcases our innovations over the years but also highlights our  contribution to building the nation

    Godrej Group celebrates india in latest digital film

    By A Correspondent

     

    Godrej Group released its digital film titled #thelittlethingswedo, to commemorate Republic Day.

     

    Commenting on the film, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group said: “We are humbled and honoured to be playing a critical part in our nation’s ‘Making India’ story. The film, #thelittlethingswedo,  crafted through the eyes of little kids is our tribute to India’s seven glorious decades of being a republic and Godrej’s partnership in the growth journey. The film not only showcases our innovations over the years but also highlights our  contribution to building the nation.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “It’s amazing the width and depth of things that Godrej does and makes, and the role they have played in nation building over the last 122 years. The film endeavours to capture all of that in a tone and manner we’ve all come to expect from Godrej – with utter humility and childlike enthusiasm.”

     

     

  • The film captures all the industrial sounds that signify progress in the manufacturing ecosystem

    Godrej Group captures #SoundsOfMakingIndia in new ad

    By A Correspondent

     

    To commemorate India’s 73rd Independence Day, the Godrej Group released a digital film titled #SoundsOfMakingIndia. The film captures all the industrial sounds that signify progress in the manufacturing ecosystem. This film is a sequel to the film that the Group released last year (#MakingIndia) which captured the Godrej manufacturing journey over the past 120 years.

     

    Commenting on the film, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group said: “Godrej’s journey is wonderfully intertwined with our country’s progress which fills me with immense pride. Our film, #SoundsofMakingIndia, tries to capture sounds of our various manufacturing processes and string them together to go along with one of our favourite patriotic songs, ‘Sare Jahan Se Accha’. It reaffirms our belief that manufacturing is key to India’s growth and strengthens our commitment towards building the nation.”

     

    Added Anu Joseph, Chief Creative Officer, Creativeland Asia: “The magnitude of Godrej’s contribution in making India is humongous. Their various plants are testimonies to India’s progress. Whether it’s space missions or health, infrastructure or consumer goods, Godrej plays an important role in furthering India’s ambitions. This film is as much a tribute to India’s relentless progress, as it is to Godrej’s manufacturing capabilities.”

     

     

  • It showcases Godrej’s contribution to safety and security for people in the country

    Godrej promotes safety its own way with #AllSafeHere

    By A Correspondent

     

    To mark Republic Day, Godrej launched its campaign, ‘All Safe Here, featuring a video highlighting Godrej’s contribution to safety and security for people in the country.

     

    Commenting on the film, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group said: “Godrej’s journey is intertwined with that of our country and we feel passionately about keeping India and our citizens safe. From Goodnight mosquito repellents to critical parts of Brahmos missiles, Godrej has contributed towards providing the nation with products and services that instil a feeling of protection in our consumers. On this Republic day, we reaffirm our commitment towards the nation and will continue innovating and creating products in line with this nation building philosophy.”

     

    Sharing his thoughts on the film, Anil Verma, Executive Director & President, Godrej & Boyce Mfg. Co. Ltd., added: “At Godrej & Boyce, our mission has always been about enriching the quality of life every day, everywhere and a key element of this is that people feel safe and secure. It is a matter of pride to see so many of our businesses contributing to the wellbeing of Indians in so many different ways; we are truly privileged and blessed to be able to serve our country and our countrymen. On this Republic Day, we would like to renew our commitment to making all residents of India feel safer and, hence, more free than ever before.”

     

    Said Anu Joseph, Chief Creative Officer, Creativeland Asia:“Putting together Godrej’s list of contributions to the nation and how the company touches and safeguards so many million lives every day, is both an enriching and a humbling experience. It’s also poetic in a certain sense. The effort was to say the story in a simple and yet evocative way. That’s what we’ve done.”

     

     

  • Conceptualised by Creative Land Asia, the film is an ode to all the mothers

    Godrej highlights what it takes #toraiseachild

    By A Correspondent

     

    Godrej Group released a video on eve of Mother’s Day showing what it takes #toraiseachild. Conceptualised by Creative Land Asia, the film is an ode to all the mothers that don multiple hats throughout their professional and personal life and yet continue to play their role as a mother with such ease.

     

    Commenting on this, Tanya Dubash, Executive Director and Chief Brand officer, Godrej Group says, “At Godrej, we have always been extremely committed to creating an inclusive culture. Ensuring the most progressive and inclusive parental policies has always been a priority for us. This film allows us to celebrate every mother as they not just raise a child but our future.”

     

    Added Sajan Raj Kurup Founder and Creative Chairman, Creativeland Asia: ““The policies at the Godrej group are both so empowering and supportive for a parent that the film wrote itself effortlessly. As always it is a pleasure to be the creative partners who are tasked with the responsibility to bring it out with an expression that does as much justice.”

     

     

  • The responsibilities involve enhancing the Godrej Group’s corporate reputation and PR across its business entities

    Godrej Group moves PR mandate to Adfactors

    By A Correspondent

     

    The USD 4.5 billion Godrej Group has awarded its public relations mandate to Adfactors PR through a multi-consultancy pitch process.

     

    The responsibilities involve enhancing the Godrej Group’s corporate reputation and PR across  its business entities namely, Godrej Industries Limited, Godrej Consumer Products Limited, Godrej Properties Limited, Godrej Nature’s Basket, Godrej Appliances, Godrej Agrovet, Godrej Locking Solutions and Systems, Godrej Security Solutions, Godrej Interio and all the B2B SBU’s under Godrej and Boyce.

     

    Tanya Dubash, Chief Brand Officer, Godrej Group, said, “This is an important milestone in our communications journey. In line with our 2020 vision, we have laid down a significant foundation for growth across our businesses. I firmly believe PR and communications have a critical role to play in shaping an appropriate stakeholder perception that is conducive for us to achieve our business objectives. Adfactors PR’s ability to service large conglomerates, research orientation and diverse capabilities within the PR field was noteworthy and I look forward to some brilliant work together, going forward.”

     

    Sujit Patil, Vice President and Head Corporate Communications, Godrej Industries Limited and Associate Companies said, “Adfactors PR was selected through a robust multi-level, multi-consultancy pitch involving seven large firms. The selection panel drawn from across the Godrej businesses appreciated the firm’s understanding of our Group’s corporate reputation and PR needs. On the operations front, we were particularly impressed with the innovative servicing team structure recommended by Adfactors PR that includes specialists in account planning, research, analytics, as well as a national media relations coordinator. I feel this will ensure that our PR is more strategic and impactful.”

     

    Madan Bahal, Co-founder and Managing Director of Adfactors PR, said, “It is our privilege to work with a highly respected Indian conglomerate such as Godrej. Through its diverse offerings, the Group touches the lives of 600 million Indians every day and thereby presents unique communication opportunities. We are confident that we will deliver on the trust placed in us.”

     

    About Godrej Group

    Established in 1897, the Godrej Group has its roots in India’s Swadeshi movement. Our founder, Ardeshir Godrej, lawyer-turned-serial entrepreneur failed with a few businesses, before he struck gold with the locks business that you know today.  One of India’s most trusted brands, with revenues close to USD 4.5 billion, Godrej enjoys the patronage of over 600 million Indians across our consumer goods, real estate, appliances, agri and many other businesses. You think of Godrej as such an integral part of India that you may be surprised to know that over 25 per cent of our business is done overseas.

     

    We promise Godrejites a culture of tough love; take serious bets on them and differentiate basis performance. We also understand that our team members play multi-faceted roles and so, we strongly encourage them to explore their whole selves. Our canvas is growing. In fact, our Vision for 2020 is to be 10 times the size we were in 2010. We truly believe that while our amazing past distinguishes us, we are only as good as what we do next.

     

    About Adfactors

    Adfactors PR is India’s largest public relations firm. With a staff of over 500 professionals in four Asian countries, the firm serves more than 280 retained clients, including some of the largest corporations and financial institutions – both Indian and multinational.

     

    The firm has several market-leading practices such as corporate reputation, capital market communications, and issues and crisis. With 18 offices, Adfactors PR has the largest network of owned offices in India.

     

    It is a member of PROI Worldwide, the largest global partnership of independent public relations firms.

     

    For further information, please contact:

    Sujit Patil / Deepti Shetty

    Godrej Industries Limited and Associate Companies                                                    

    Mob: +91- 9930654976 / +91-9819836003

    Email: sujit.patil@godrejinds.com / Deepti.shetty@godrejinds.com

     

    Aditya Chatterjee

    Adfactors PR

    Mob: +91-9167008700

    Email: aditya.chatterjee@adfactorspr.com

     

  • Launches FreeG; India's first non-web based mobile browsing experience

    Godrej undertakes consumer connect initiative – Masterbrand 2.0

    By A Correspondent

     

    The Godrej Group has 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 repellent solutions to authentic street food experience at home, these products were showcased through a series of eight television commercials that were aired on prime national channels from November 14vonwards. The commercials continue to feature Sam and Meera, the protagonists from the 2013 Masterbrand campaign.

     

    Tanya Dubash

    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.

     

    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.”

    “The campaign revolves around a young modern couple who discover a new idea from Godrej and a new aspect to their relationship. This is a sequel to celebrating ideas that make life better that made its debut last year. The Godrej products are interwoven in this very charming episodic campaign that showcases young couples in India who are home proud, gadget proud and relationship proud. Godrej ka naya idea is the bedrock of each film where viewers discover the simplicity and joy of owning a Godrej”, says Tista Sen, National Creative Director, JWT India.

    “Driving an image that is contemporary, friendly, relevant and young this campaign re-positions the brand to a friend you cannot do without. Supported on digital and online with twitter and Facebook this seamless communication celebrates the innovation at the heart of each Godrej product and thereby celebrates life”, she adds.

  • Moving away from product-specific brand ambassadors, Godrej has roped in Aamir Khan for its overall brand image.How well will this work?

    Master marketer AK is Godrej’s new mascot

     

    By Johnson Napier

     

    If you thought actor Hrithik Roshan was the only superstar or that current favourite Virat Kohli was the sportsperson of choice to drive growth for the products that they endorse under the Godrej portfolio, you may be mistaken. While their immense contribution in driving sales and popularity cannot be doubted, Godrej has turned to master-marketer Aamir Khan to clinch the deal for them.

     

    ‘A perfect opportunity to get width and scale for brand Godrej’
     

    The next few days will be aspirational for Shireesh Mukund Joshi, Head – Strategic Marketing, Godrej Group, as his organisation engages in an eight-part brand promotion exercise in the Indian marketplace. With Aamir Khan as its celeb-of-choice, the integrated campaign of ‘Ideas that makes life brighter‘ will focus on enhancing brand Godrej’s emotive appeal by showcasing the breadth of fresh ideas from within the group to its consumers.

     

    Excerpts from an interview with Mr Joshi on the occasion of the launch…

     

    In challenging times such as these, brands would usually go in for an all-out promotional exercise if they are engaging in repositioning or if they want to give falling numbers a fillip. What made you opt for an overall brand-Godrej promotional exercise at this juncture?

    It’s been some time since we last came out with a communication around all of our brands. If you observe, during this period we’ve achieved and done quite a lot in terms of new product launches, promotional campaigns etc. Also if you see each of the brands talk to a specific set of audiences but no one has managed to see all of them in a single piece of communication. This will be a perfect opportunity for us to get width and scale for brand Godrej. Since we have managed to accumulate a lot of products under our portfolio to showcase to the consumers, we felt the time was right to come up with a communication campaign of this scale.

     

    The emphasis for most brands in recent times has been around marketing and reaching out to the youth in a big way. How is the story same or different for brand Godrej?

    Where Godrej is concerned, it is a youth-also brand rather than just youth-only. We have products that are built for homes and diverse set of audiences. The products of today have to be designed keeping the various needs of the overall audiences in mind whether it is the youth or other audience categories. As the needs of consumers keep evolving so do our products that need to undergo a shift in terms of adjusting to the needs of the audiences.

     

    Why didn’t you stick with current favourite Virat Kohli or the dependable Hrithik Roshan to espouse the larger cause for brand Godrej? Why rope in a new celebrity?

    Both Virat Kohli and Hrithik Roshan have been used for pushing further the cause of Cinthol in the Indian marketplace. Where Aamir Khan is concerned, he will be seen endorsing brand Godrej in its entirety. So wherever there is a connect with brand Godrej we’ve set up a communication that will feature Aamir Khan as the ambassador. It is not about a particular product but is rather about endorsing common set of values across our entire product portfolio. Aamir, we thought, was the perfect fit to drive our objective in the current brand communication context.

     

    You’ve stuck with JWT to drive the creative thought process for this large exercise too…

    The entire communication has been handled effectively by JWT and we are happy with the way the range of commercials have been drafted for presentation in the coming few days.

     

    Were you looking at IPL as the platform to share the core brand objective exclusively with? Will you be pledging maximum revenues on IPL 6?

    I cannot reveal what the estimated spend is for the IPL this year but it will suffice to say that it is well balanced.

     

    What is the spike you’re expecting in volume sales or the bottomline revenue for the group from this activity?

    This is not a product or specific campaign launch. It’s a campaign that celebrates brand Godrej in India. Over a period of time as more people become aware of more products from Godrej then we will rise in consideration set. It’s a much more longer term infusion of values of the brand rather than concentrating in immediate spike in sales or revenue. We will be able to gauge the impact on sales and revenue only later.

     

    And it’s not just a division or two – the ace actor has been roped in by Godrej to endorse the overall group in India. The move follows the company’s strategy over the last five years, where the group has built on its promise towards a brighter living by creating a slew of innovative ideas. Continuing with its next phase of journey, the new integrated campaign - Ideas that make life brighter – will be focused on enhancing the brand’s emotive appeal by showcasing the breadth of fresh ideas from within the group to its consumers.

     

    While company spokespersons preferred to withhold information on the cost of getting Aamir to endorse for the group, the overall cost for the eight-part television promotional activity is being pegged in upwards of Rs 50 crore. Creative hotshop JWT has been the force behind the new commercials featuring Aamir Khan.

     

    The categories to be featured as part of the promotional activities include Appliances, Interiors, GCPL, GPL & Security Solutions.

     

    Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group, explained the AK rationale: “Over the last five years we have walked on the exciting journey of managing the Godrej brand as an invaluable strategic asset. This journey has been marked by the creation of a more contemporary entity that has created an even stronger connect with the 500 million Indians who use a Godrej product or service every day.”

     

    The new integrated campaign, ‘Ideas that make life brighter’, aims to communicate the ethos of brand Godrej to the consumers, she added. “It is our belief that this campaign will harness the strength of the masterbrand through leveraging the diverse innovations across the group and presenting them in a very engaging manner.”

     

    While such activities are a result of some repositioning exercise that brands use to boost falling sales numbers, for Godrej it is about showcasing all its products under the Godrej umbrella to enable it to attain width and scale. Shireesh Mukund Joshi, Head – Strategic Marketing, Godrej Group said, “It’s been some time since we last came out with a communication around all of our brands. If you observe, during the recent past we’ve achieved and done quite a lot in terms of new product launches, promotional campaigns etc. Also, each of the brands talk to a specific set of audiences but no one has managed to see all of them in a single piece of communication. This will be a perfect opportunity for us to get width and scale for brand Godrej.”

     

    Since the group has a lot of products under its portfolio to showcase to consumers, the time was right to come up with a communication campaign of this scale, Mr Joshi said. On the decision to get Aamir Khan over the other bunch of superstars including current ambassadors Hrithik Roshan or Virat Kohli, he said, “It is not about a particular product but is rather about endorsing a common set of values across our entire product portfolio. Aamir, we thought, was the perfect fit to drive our objective in the current brand communication context.”

     

    On the impact that such an activity will have on the overall revenue growth for the group, Mr Joshi said, “We have to realise that this is a campaign that celebrates brand Godrej in India. Over a period of time as more people become aware of more products from Godrej then we will rise in consideration set. It’s a longer-term infusion of values of the brand rather than focusing on immediate spike in sales or revenue. We will be able to gauge the impact on sales and revenue only later.”

     

    Given the timing of its launch, it is obvious that the group will look at the IPL as the platform to go big with their promotional activities. Without getting into specifics, Joshi said that it would suffice to state that the spend for the IPL has been “well-balanced”.

     

    For now, it is time for the action to move to the small screen as consumers will take a call on whether Aamir Khan does justice to the brand.