Godrej unveils new brand philosophy, doubles media spend for AC category
Godrej recently brought Creativeland Asia on board to work on their AC category and the agency created three new commercials for the recently launched Godrej NXW AC. The commercials are based on the insight 'give the Einstein in yourself a rest by using Godrej NXW AC'
Godrej unveils new brand philosophy, doubles media spend for AC category
Godrej recently brought Creativeland Asia on board to work on their AC category and the agency created three new commercials for the recently launched Godrej NXW AC. The commercials are based on the insight 'give the Einstein in yourself a rest by using Godrej NXW AC'
BestMediaInfo Bureau | Mumbai | March 8, 2017
Click on the Image to watch the TVC.
Godrej Appliances has launched its new power saving green inverter air conditioner under its premium sub-brand NXW. The company also launched its brand philosophy 'Soch ke banaya hai', which will also fuel the brand's new communication strategy.
As a part of its 'Soch ke banaya hai' communication strategy, the brand has come out with three new commercials. Creativeland Asia was recently brought on board by the brand to work on their AC category and is the agency behind the new campaign. CLA had earlier last year won an integrated mandate for Godrej Masterbrand.
Commenting on the media plan and the media budget for their AC category, Prasoon Kumar, National Sales Head, Godrej Appliances, said, “We are looking at a 360 degree media plan. We will be doubling our spends as far as media is concerned. So this year's media spend will be two times over last year.”
Mindshare is Godrej's media agency and Kumar agreed that TV will be their main focus.
(L-R) Mr Prasoon Kumar, National Sales Head, Godrej Appliances, Mr Anup Bhargava Product Group Head-Air conditioner, Godrej Appliances , Mr Kamal Nandi, Business Head and EVP-Godrej Appliances
“76 per cent of the population in India get to understand about air conditioners through television. So, TV is important to us and we will be there on TV in a large way. We also understand that a lot of these decisions are taken by men and so our communication will be on platforms that get a lot of male audience like news, entertainment, sports and movies. Secondly, we come to print. Print will help us drive frequency and recall. So it will be more strategic in nature where we are just reminding the customer about the product,” said Kumar.
Speaking about their strategy for radio, outdoor, shop floor and digital, Kumar added, “As far as radio is concerned we know people listen to radio in the morning and evening when they are travelling. So we will be doing a lot of recall during mornings and evenings. Outdoor will be in select markets, which will be closest to the shops. Wherever our outlets are there and we need visibility, we will be using the outdoor space. As far as shop floor is concerned, we understand that this is the platform where consumers take the decision as to which brand and which product to buy. So we will be working heavily as far as the show reel, our POP and in terms of targeting the customer is concerned.”
“Digital media gives us the opportunity to target a specific customer. So we will be using a technology that will allow us to target a customer who is close to our shop. If that particular person is browsing the internet and is close to one of our outlets then they will get a pop-up so that they know about us. This way we will be reminding the customer at the point of sales,” said Kumar.
Speaking about their competition and their market share, Kamal Nandi, Business Head and EVP, Godrej Appliances, said, “Everybody is our competition, all the 34 players. As far as the market share goes, in the five-star plus segment we enjoy a market share of 10 per cent and in the overall AC category we enjoy a market share of 6 per cent.”
On his expectations for the growth of the AC segment in the coming quarter, Nandi said, “Godrej Appliances has been growing at about 51 per cent in the air conditioner category and we expect to sustain this momentum.”
Commenting on the idea behind the campaign, Kumar said, “Consumers worry a lot when it comes to air conditioners because we all know these are power guzzlers and they consume a lot of electricity. People who own ACs think a lot, sort of Einstein thoughts. So we have based our commercials using this Einstein and what we are trying to say is that you can give the Einstein in yourself a rest by using Godrej NXW AC.”
Adding to the new communication strategy, Nandi said, “For a brand's success, it is imperative that it differentiates itself by focusing on things that truly matter to the consumer. In the home appliances category, differentiation has historically come from just one thing -- innovation. We realised that in a marketplace where brands have consistently been talking about innovation, our innovation needs to stand out by being in a far more relevant context. Most brand communication is full of blueprint diagrams and the internal mechanics of appliances adding to jargon and complexity. We realised that our communication needs to highlight how our innovation is truly differentiated in the category because it is thought through, with an insight and a meaning. So that we can confidently say for our innovations -- 'Soch ke banaya hai'.”
The first TVC titled 'Brunch' shows a family seeing off their guests after a brunch get-together. Once the guests leave, the father asks the children to switch off the AC. When the children protest, the father starts to reason why he is asking them to turn off the AC, turning into an Einstein. But once they have installed Godrej NXW AC, the father quits worrying about the AC.
The second TVC called 'Dinner' is about a family discussing about installing an AC in the hall during dinner. When all the family members say that they need an AC in the hall as well, the head of the family starts explaining why it might not be a feasible idea, thus turning him into an Einstein in the eyes of his family. But the situation changes once the family installs Godrej NXW AC and the patriarch even jokes about installing an AC in the bathroom.
The third TVC is called Yoga and is about a mother who is admonishing her children for not closing the door when the AC is running. When the children ask why they need to close the door, the mother starts talking about air-flow and promptly turns into an Einstein. Once the family installs Godrej NXW AC, the situation reverses where when the father complains about the children leaving the door open while the AC is running the mother brushes it off as things that children will do.
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