Godrej aer Twist flirts with contextual advertising this IPL season

The car freshener brand Godrej aer Twist has unveiled its new contextual campaign #TwistZarooriHai. Through this campaign, the brand aims to build awareness through a series of digital films with contextual messaging during the cricket season.

Conceptualised by Creativeland Asia, the digital films, the digital films revolve around two cricket fans and how Godrej aer Twist plays an integral role in their everyday interaction and making their driving experience better. The films playfully draw parallels between Godrej aer Twist and cricketers and how its cool fragrance performs even under pressure and lasts up to 60 days. The tagline ‘Cricket ho ya car, khushboodar twist zaroori hai’, sums it all up. 

sunil kataria

Speaking on the digital campaign, Sunil Kataria, CEO, India and SAARC, Godrej Consumer Products, said, “Cricket is the most sought after sport in India. Today, national and global cricket tournaments are seeing ever increasing growth in terms of viewership and engagement with the audience.  Be it on television or digital platforms streaming matches, cricket brings together people who form our target audience. #TwistZarooriHai digital films highlight Godrej Aer Twist as an integral part of people’s lives using the cricket context. Today, Godrej aer Twist is a market leader in the car freshener category. Through contextual campaigns like these, we aim to increase category penetration by driving relevance for car fresheners.”

Anu Joseph

Commenting on the campaign, Anu Joseph, Chief Creative Officer, Creativeland Asia Group, said, “Godrej aer has always had a certain quirk in its communication, and is constantly looking for topics that are relevant to its TG, to be associated with. Cricket is going to be the most talked about subject for the next few months. And aer has found for itself a way to enter the conversation in its quirky, unabashed manner.”

Starting this April, Godrej aer Twist will stream the digital videos on multiple platforms throughout ongoing and upcoming cricket tournaments till May end.

Digital films:

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