BANGALORE: Godrej today announced a nation-wide consumer connect initiative through the fourth season of the Indian Player League (IPL, IPL-4) - the ‘Godrej Power Play‘, an initiative that could be the largest from the Group so far since it started brand re-building three years ago.
Says Godrej Consumer Products Executive VP Tarun Arora, "Godrej, ever since its re-launch in April 2008 under the ethos of Brighter Living, has been in the forefront of launching powerful initiatives to engage and delight our consumers. We are happy to bring in ‘Godrej Power Play‘, wherein Godrej becomes the nation‘s first brand to foray into mass multi-category loyalty cutting across all types of consumers and 90 plus product/brand lines. ‘Godrej Power Play‘ allows consumers to participate in the thrill of the IPL by creating their own cricket teams, exchanging players, winning awesome awards while creating a lifestyle of their own using Godrej products‘ in the process as they play along the duration of the IPL-4 season."
Consumers of over 200 Godrej products across 90 product categories (including booking amounts for select Godrej Realty projects) will be able to take part in the ‘Godrej Power Play‘.
Arora added, "The brand equity of the master brand Godrej has been exceeding all our internal benchmarks since our re-launch. Our mass media communications plans are being worked out for the ‘Godrej Power Play initiative‘. The campaign will be across all mediums including print televisions, points of purchase, on the products, internet, social media, communities, etc. We have also tied up with two of the IPL teams - Mumbai Indians (MI) and Kolkata Knight Riders (KKR) for amplification of the ‘Godrej Power Play‘ initiative."
"While our television plans are being worked out, I am sure that we will be present on most GEC channels-national as well as regional and a few news channels, maybe a few lifestyle channels. The plans should be finalized by the tenth or eleventh of this month," revealed Arora to www,indiantelevision.com.
The creative work for this campaign is being done by JWT and the media buying is through Madison.
Both -the ‘Godrej Power Play‘ and the mass media campaign begin with the commencement of IPL4 on 14 April. Participating in the ‘Godrej Power Play‘ is simple-when a consumer buys a Godrej product from categories ranging from soaps to furniture to white goods, he has to send an SMS or call up 09167500100 or log onto www.godrejpowerplay.com and get the name of the cricketer for every distinct product along with value assigned to the cricketer, while creating a virtual bank balance.
Godrej has involved the Fantasy Cricket League for assigning ratings to each IPL player. The cricketer‘s value increases based on his performances during the IPL. Various prizes, including weekly prizes and a mega -prize - A trip to London to visit Lord‘s Cricket Ground along with a cricket guru for company to watch India play England.
