Godrej L'Affaire combines experiential, influencer and digital marketing

How Godrej is leveraging 3 key trends for brand activation with one platform

MUMBAI: Experiential marketing as a tool of brand activation has become extremely prevalent in the past few years. It is a powerful way to engage the customers better with a brand through first-hand experiences offering not just the look, but the touch and feel of any product on display.

Another interesting aspect that has been added to this whole paradigm of bringing brands and consumers closer is the effective use of influencer marketing. While earlier influencer and experiential marketing were two mutually exclusive trends, in the recent past, both have intertwined rather seamlessly to offer an exponential reach to the brands. One thing that has definitely contributed to its growth is the digital boom.

Anexample of the tactical use of experiential, influencer and digital marketing together is L’Affaire, a luxury lifestyle platform by the Godrej Group.

L’Affaire recently concluded its third edition at Vikhroli, Mumbai, presenting a wholesome experience to its patrons themed around ‘5 Senses’. The unique platform offered rich experiences spanning across fashion, lifestyle, music and dance performances, workshops, food, and engaging conversations. The event saw a huge footfall of influencers from across the genres experiencing the magic of Godrej and other associated brands like Myntra through a stellar show augmented by fashion displays and musical presentations.

Speaking about the concept behind this exclusive soiree with, Godrej Group vice president and head corporate brand Sujit Patil noted, “The key idea behind creating our very own media platform was to build a Mecca of content creation. We had various brands within Godrej, which were interacting with the influencers and people who recommend products individually. So, we thought why we can’t combine these distinct products, which are anyway a part of the same genre and create something bigger. We planned to make to it so compelling that it eventually becomes brand-agnostic and comes out as a kind of property where experiential engagement happens and we get more number of influencers on board.”

He further added, “Most importantly, we wanted to show our products in the real light. We wanted the influencers to experience the look, the feel, the touch, and get to them the factors that really mean the credo of a particular brand.”

On being quizzed why is it important to involve influencers and bloggers in this whole paradigm of experiential marketing, Patil mentioned that today we live in a world that follows authenticity. “If you ask someone to write about something without experiencing it, it is unauthentic, and people will be able to read through that. But when people come here, experience the products and then write about it, they write it from the heart. That helps in getting more traction,” he said.

Sujit also contended that influencer marketing is only bound to grow. He said, “Micro-influencers, even if they have a lesser number of followers, can write authentically and bring out the essence in an honest manner and it’s going to work [for the brands.”

Latest Reads
World’s largest human gathering becomes platform for innovative healthcare campaigns

India is playing host to people from over 100 countries at Divya Kumbh 2019 at Prayagraj where over 15 crore people are visiting to take a dip in the holy waters of sangam.

MAM Marketing MAM
Joseph Radhik, Joshua Karthik launch 4th edition of PEP Asia Summit

Joesph Radhik and Joshua Karthik are launching the fourth edition of PEP Asia on 20 February to bring together the community of portrait, photojournalism, wedding, wildlife, architectural, landscape photographers among others in India and neighbouring countries.

MAM Marketing Brands
Sirona’s new campaign encourages women to ‘rise up with menstrual cups’

In a bid to encourage women to move past pads and switch to comfortable, convenient, and environment-friendly menstrual cups, menstrual and intimate hygiene products brand Sirona has launched a new video campaign.

MAM Media and Advertising Ad Campaigns
DViO Digital wins creative, digital marketing mandate for Theobroma

Theobroma, a pan India chain of patisseries has chosen DViO Digital as its creative and digital marketing partner.

MAM Media and Advertising Account to build a global travel meets logistics business with their new partnership program, a first-of-its-kind peer-to-peer shipping and logistics facilitator platform that integrates travel with logistics, has been recognized as a ground-breaking idea since its very beginning.

MAM Marketing MAM
Camlin investing in product development, not TV ads

Be it the hilarious ad of its permanent markers that showed a dead man resuscitating back to life because of its indelible power or an emotional and sensitive ad of a little school kid sharing his colour set and sketchbook with a poor boy, Camlin India had once been in the race of most iconic ad...

MAM Marketing Brands
Consumer Confidence slips in February: Thomson Reuters-Ipsos PCSI Study

The India Primary Consumer Sentiment Index (Consumer Confidence), as measured by Thomson Reuters in partnership with Ipsos,has shown a downward slide in February by 0.9 percentage points.

MAM Marketing MAM
Praveen Kenneth launches ‘Ek Desh, Ek Hum’ platform

The founder of Law&Kenneth and former chairman Law&Kenneth | Saatchi & Saatchi, Praveen Kenneth, has launched the platform ‘Ek Desh, Ek Hum’ with a video that stresses on the ‘Stronger Together’ theme.

MAM Media and Advertising Ad Campaigns
SVG Media partners BirdEye to launch customer experience platform in India

SVG Media, a digital marketing platform from Dentsu Aegis Network Company, has announced a strategic partnership with US-based BirdEye in India.

MAM Media and Advertising Digital Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories