Godrej launches consumer connect initiative with Masterbrand 2.0

The Godrej Group announced the launch of'Masterbrand 2.0', a consumer connect initiative, aimed at providing ideas that make life brighter. Celebrated for offering innovative brighter living ideas for over 100 years, Godrej reiterates its commitment of creating path-breaking 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 repellant 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 14, 2014 onwards. The commercials continue to feature Sam and Meera, the Masterbrand protagonists from the 2013 Masterbrand campaign.

Speaking about the launch, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group, stated, "In the next phase of the Godrej Masterbrand journey, we continue to showcase delightful 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."

Godrej also launched 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.

Commenting on this Dubash said, "Taking a step forward in making our consumers' lives brighter, we are happy to announce the launch of a new customer interface, which is a first of its kind non-web based mobile browsing experience which will add a new dimension to our focus on customer engagement and service”.

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 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.

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 seamlessness never seen before. The awareness to purchase journey is now a smooth experience that's as rewarding as the products."