MUMBAI, INDIA — Godrej & Boyce, the flagship company of the Godrej Group, announced that its business Godrej Interio, India’s leading furniture brand in-home and institutional segments, commenced their festive season sale, the ‘Great Indian Furniture Fest’ with a short and impactful digital and television video campaign. Showcasing a quirky and relatable story, the campaign was ideated, shot, and produced by SoCheers, a digital-first full-service advertising agency.
The 20-seconds short video ad opens with a familiar Indian setup of two families arranging their daughter and son’s marriage but with a twist. The soon-to-be-a-couple, upon hearing the confirmation of their wedding, rush off to the nearest Godrej Interio furniture store, saying that their wedding date might be a little way down the road, but “this is the right time to buy furniture”. This perfectly encapsulates the brand’s message of ‘now is the time to buy home furniture & modular kitchens with great discounts & cashback offers’. It also subtly readies the consumers to shop for both the upcoming festive and wedding season.
The campaign, which started off with a teaser, goes live on 8th October, leveraging mainstream media in Print, and multiple digital & social media platforms like Facebook, Instagram, and YouTube. As the ‘sale’ begins across Indian geographies, the ad will be primarily aired in southern India and has been further dubbed into Tamil and Telugu to cater to the regional audiences. The digital version of the same will be showcased primarily in Hindi.
Subodh Mehta, Senior Vice President (B2C), Godrej Interio said, “This festive season, Godrej Interio continues to inspire consumers to make space for life. The campaign, which is a first of its kind for us, introduces our festive offerings to our consumers in a light-hearted and relatable manner. Through this campaign, we also wanted to capitalize on short format content to provide an uninterrupted and impactful experience. With this endearing campaign, we look toward brightening our customers lives this festive season.”
Mehul Gupta, Co-Founder and CEO, SoCheers said, “It is our pleasure to have such a legacy brand in our client roster. This newly launched campaign embarks on this exciting journey and takes ahead the brand’s in-house property, ‘Great Indian Furniture Fest’, ahead during the upcoming festive season. The ad film has nuanced storytelling, and is based on a situation which is relatable to every Indian household but with a twist. We believe that when stories create a positive impact on people, the brand message can be weaved in a very streamlined manner. With this campaign, I believe we have been able to do that successfully, that too in a short video format in line with the brand ethos. We are looking forward to this new association with Godrej Interio and are all geared up to further strengthen their digital footprints with some more clutter-breaking campaigns and newer milestones.”
Jitendra Hirawat, Head of SoCheers Films said, “Short videos call for quick communication with a significant impact. This is where creativity thrives. With this campaign for Godrej Interio, we have been able to hit that perfect sweet spot between a relatable story (content) which will attract the audience, while subtly conveying the key campaign message as well.”
For records, SoCheers has recently won Godrej Interio’s social media mandate. As per this, the agency will be offering end-to-end social media management along with content creation to the brand.
