Godrej & Boyce (G&B) announced a review of their media account. G&B believes that the time is now right to look at newer ways of communicating to strengthen its reach amongst existing audiences while building relevance amongst a younger audience.
G&B media spends are currently spread across 14 different businesses which have diversified business interests, ranging from aerospace to appliances. The exercise is an opportunity to have collective resources get more for the group.
Animesh Bhartiya, Chief Communications Officer, Godrej & Boyce, said, “We are a diversified business group with business interests across 14 varied sectors. While, on one hand we have to ensure each of our businesses are independently responding effectively to the needs of its customers and all other stakeholders, it is also imperative, on the other, to understand how the finite resources can be further optimized at a group level. We also need new and innovative practices and approaches to inspire a new generation of consumers. We recognise it’s a journey. With this in mind, we have brought triggerbridge on board, based on their experience, industry knowledge and passion to challenge entrenched thought processes. They start by assisting us in reviewing, consolidating and identifying the optimal media and digital agency partner for our evolving needs. We look forward to working with them.”
Commenting on the assignment, S Yesudas, Managing Director and Co-founder, triggerbridge, the unagency, said, “Our purpose is slightly different compared to agencies. Brand owners will find our proposition compelling. We understand that the consumers eventually only remember how the brands made them feel than what it said or did. Hence, our focus is to create positive and multi sensorial impressions in the hearts and minds of consumers through various interventions. We are extremely thankful to Godrej & Boyce for considering us worthy to partner them. Let our work speak is all I would say while summing up.”