Godrej moves beyond TVC with soaps integration

MUMBAI: The 30-sec ad has served all of us well and still continues to do so. Today, content is king, and broadcasters are trying newer ways of communication to reach consumers.

One such means is brands' integration with broadcasters on TV shows. A case in point is the Tata Safari tie up with Colors' for 24. With the fast changing consumer behaviors, attitudes, lifestyles and beliefs, brands along with broadcasters have realised that integration with the popular shows will help build recall value.

Recently Madison Media Ultra team partnered with national and regional broadcasters on their prime time serials and scripted Godrej product story with ongoing story line of episode. It executed this 'epistory' concept where they got lead characters of the show advocating the simplicity and joy of owning and using Godrej products in their day to day life.

Prime time serials, which represent the metro forward audiences, were chosen (like Mere Rang Mein Rangne Wali on Life OK, Uyirmei on Zee Tamil, Parvati Parameshwara on Zee Kannada and Raage Anuraage on Zee Bangla) for the eight brand integrations in a single episode.

The eight products were - U-sonic Washing Machine, Godrej Interio Video-door phone, Godrej Interio Kreation Wardrobe, Electronic hydraulic Karbon Bed, Good Knight Fast Card, Yummiez – Mumbai Vada, Godrej Expert rich cr?me hair colour and Godrej Properties.

Godrej Group head - strategic marketing Shireesh Joshi said, "There are two core objectives behind the brand integration. One, it wants people to recognise that Godrej has the most comprehensive range of modern products that takes into account their lifestyle needs. For that we need to ensure that multiple Godrej examples get shown on television."

Secondly, it wants to drive the revenue traffic to the individual products themselves. “Having an opportunity to tell what the product is about and what it does, it helps both the attraction and the revenue for the individual products,” asserts Joshi.

The campaign revolves around a young modern couple who discover a new idea from Godrej. In this eight series film campaign, Godrej products were interwoven in an episodic way showcasing a slew of innovative products, through the continued story of Sam and Meera, who made their debut in Godrej Masterbrand campaign last year.

Joshi feels that there is an advantage in integrating with TV shows, as it allows them to showcase unlimited products, where a quick 30 sec TVC demands only one or two. Further it also helps the brand to explain the products in a far more detailed manner and also helps them to move beyond a 30 sec TVC. “Because it is embedded in the story and coming from characters that audiences are watching, it also acts as an endorsement.”

So how does it work? Firstly, the brand identifies the channel. Looking at that as a starting point, it tries to identify which program makes sense based on the kind of communication that the brand wants to convey to the audiences. It took between 8-12 weeks right from ideation to scripting and lastly shooting.

On the marketing front, customized promos from the integration episode were created and promoted separately on-air on the respective channels to drive maximum tune-ins for the integration episode. An additional watch and win promo was also created for brand contest to drive maximum call on Godrej Free G number where viewers could participate and answer questions and win prizes.

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