Godrej Appliances launches Godrej Edge Duo refrigerators with a separate space for vegetables

Surveys say that Indian consumers open a refrigerator at least 10 times a day, of which the vegetable section alone is accessed up to 40% of the time. This leads to significant cooling loss,which impacts food preservation and causes higher energy consumption.

To make things easier,Godrej Applianceshas launched the Godrej Edge Duo refrigerators, a first-of-its kind single-door refrigerator with a separate drawer for vegetables.

To introduce this product, the company released a film conceptualised by Creativeland Asia and directed by Prashant Issar from Tube light films, which takes the promise of ‘Soch Ke Banaya Hai’further.

Since the refrigerator is at the heart of every kitchen, the film is set up in a household kitchen. In India, it doesn’t matter if you are vegetarian or non-vegetarian, each family consumes vegetables almost daily. The film begins with a concerned grand mother played by Ratna Pathak Shah, who is seencomplaining to her daughter-in-law because when she opens the refrigerator door, she finds no vegetables. The grandson responds by opening the separate veggie drawer, filled with fresh vegetables. He tells his grandmother that now with the new Edge Duo Refrigerator, they keep the vegetables separately – this leaves the grandmother speechless.

Swati Rathi

About the film, Swati Rathi, Marketing Head, Godrej Appliances, said, “As an organisation, Godrej has always endeavoured to push the envelope. We are constantly innovating and evolving with the single aim of delighting our stakeholders with cutting-edge products and services. The new Godrej Edge Duo refrigerator places convenience and efficiency at the heart of its design, resonating our brand philosophy of ‘Sochke Banaya Hai’.The new commercial brings alive the core USP of the new refrigerator – India’s first single-door refrigerator with a separate vegetable drawer.”

Anu Joseph

Commenting on the film, Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “Here was another thoughtfully made appliance from Godrej. A refrigerator with a separate vegetable drawer – a much needed innovation that no one else thought of. We just wrote a really nice, short and insightful story around the innovation and cast the right people.”

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