Godrej kick-starts its digital activity for Masterbrand 2.0 campaign

As part of this activity, the brand is promoting the FreeG number '09980899808' as a solution to every problem through various contests on radio and digital

Sarmistha Neogy | Mumbai | March 4, 2015

As part of its Masterbrand 2.0 campaign, Godrej has started the digital leg of its activity, where it is promoting the FreeG number '09980899808' as a solution to every problem. The brand is running various contests on radio and digital platforms, wherein it is asking people to post their random questions using various hashtags like #SecurityKaRightNumber, #FoodKaRightNumber, #SolutionsKaRightNumber, and the brand will respond to them, leading back to 'The Right Number'. Further to receiving the questions/ problems from the consumers, there will also be a video where a stand-up comedian will respond to the consumer's questions on behalf of Godrej with the help of 'The Right Number'.

Shireesh Joshi

Commenting on the recent activity, Shireesh Joshi, Head - Strategic Marketing, Godrej Group, said, “We have received great response till now for this FreeG number, but we didn't want this number to last only till the duration of the campaign. The TVCs have helped the consumers know about the product details through the FreeG number; all one has to do is give a missed call and then details of the product portfolio crops up. We wanted people to remember this number, which they can always use as a solution to any problem.”

Speaking of the benefit of this service, Joshi elaborated, “It is a free service and people don't have to worry about spending. It is a great marketing asset, where information is so easily available. The main intention of this service is to allow the consumers to explore the options and to close with purchase. Also, we have seen that when people come for enquiry, on an average they place their interest for two products.”

As part of the innovative Masterbrand campaign, Godrej launched FreeG – 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 kick-started the campaign with eight TVCs for its new products – U-sonic Washing Machine, Godrej Interio Video-door phone, Godrej Interio Kreation Wardrobe, Electronic hydraulic Karbon Bed, Good Knight Fast Card, Yummiez – Mumbai Vada, Godrej Expert Rich Crème hair colour and Godrej Properties.

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