Godrej and MOMS merge experiential marketing with ‘baggage claim’

New Delhi: Godrej Appliances, a part of the Godrej and Boyce, has launched the ‘Touch Wood’ campaign, transforming the routine experience of baggage claim into an interactive brand engagement at Goa’s Mopa Airport. 

The campaign was conceptualised and executed by MOMS, where an ordinary day was brought to life as travellers were greeted with an unexpected sight of sophisticated wood-themed air conditioning units and life-size refrigerators travelling on the baggage conveyor belts with "Just Arrived" tags, sparking excitement and curiosity among the passengers. 

The idea of placing home appliances in an unexpected location aimed to transform the baggage claim area into a experiential marketing space.

Commenting on this initiative, Swati Rathi, Head of Marketing, Godrej Appliances, said, “The nature-inspired wood-finish Eon Vogue series of appliances are unique in their looks and automatically capture attention. By placing them creatively in an unexpected environment, we stood out and made a memorable impact. The genuine excitement visible in consumer reactions validated our efforts towards engaging consumers creatively. This activity was one amongst a series of marketing efforts being deployed across various touchpoints for the promotion of this new range. It’s not enough after all for products to be innovative and differentiated. In today’s times, the marketing efforts should also be equally innovative and live up to the brand philosophy of ‘Soch Ke Banaya Hai’.”

Speaking about the campaign and its idea, Jayesh Yagnik, CEO, MOMS, said, "The 'Touch Wood' campaign is a prime example of the power of experiential marketing. While conceptualising the campaign with Godrej Appliances, we focused on how creative thinking and strategic placement can create powerful brand engagement, transforming ordinary moments into unforgettable experiences."

Deepa Gupta, Vice President- West and South, MOMS, shared her experience, “The 'Touch Wood' campaign at Goa's Mopa Airport brilliantly showcases how our innovative approach of placing the wood-finish appliances on the baggage claim belt, created a tactile and immersive experience captivating and engaging all senses and sparking curiosity among the old & young.

This sensory-rich approach allowed travellers to touch, feel, and truly appreciate the unique design and reinforced the Godrej brand ethos & philosophy of 'Soch Ke Banaya Hai'. This activation not only sparked curiosity but also left an indelible mark on the passengers, offering a profound encounter with the Eon Vogue series, and leaving a lasting impression."