Mumbai: Furniture plays a vital role in enhancing the aesthetics and functionality of our living spaces. Furniture and interior aesthetics go hand in hand to create captivating spaces that reflect our personal style and enhance our living environments. Whether it’s a cozy home or a dynamic workspace, furniture serves as both functional elements and artistic expressions, defining the ambiance and character of a room. From sleek modern designs to timeless classics, furniture plays a pivotal role in transforming empty spaces into inviting havens.
Indiantelevision.com caught up with SoCheers Films director Jitendra Hirawat and Godrej Interio head of marketing communications Sumit Bhojani to know more about Godrej Interio’s latest summer carnival campaign.
Among the leading names in the furniture industry, Godrej Interio stands out as a renowned brand known for its innovative and stylish furniture solutions. With a rich legacy and a commitment to quality, Godrej Interio offers a wide range of furniture products that cater to diverse needs and preferences.
Jitendra Hirawat is head of SoCheers Films, largely responsible for the exponential growth of the division over the last six years. He is the driving force behind SoCheers Films expertly understanding the brand message and conceptualising ideas which communicate it to the audience.
Sumit Bhojani is head of marketing communications for the Godrej Interio division of Godrej and Boyce. His core responsibility areas include driving content and creative strategy, generating consumer insights for the category, leveraging social & digital media for reach and engagement, conceptualising and executing media (digital and traditional) campaigns across the brand funnel.
Edited Excerpts:
On the main strategy and idea that you’ve used to capture the audience’s attention and keep them engaged throughout the 20-second film
Jitendra Hirawat: As a filmmaker, I believe that storytelling is a powerful tool that can effectively convey a brand’s message to its target audience. For the ‘summer carnival’ campaign, we wanted to create a relatable narrative that would engage and entertain viewers while amplifying the extensive range of furniture available in the sale. For this campaign, our strategy was to employ humor and storytelling to capture and maintain the audiences’ attention throughout the 20-second film. The narrative depicts a couple returning home to discover kids making a mess of their furniture, leading to a sense of chaos. However, the clever plot twist reveals that the husband had orchestrated the chaos to replace the furniture during the sale. The use of humor and storytelling serves to entertain viewers while highlighting the sale as an excellent opportunity to upgrade their furniture.
On ensuring that the campaign effectively communicates the extensive range of furniture available at the summer carnival
Jitendra Hirawat: To effectively communicate the extensive range of furniture available at the summer carnival, we carefully selected furniture products that would appeal to our target audience and highlighted them in the campaign film. The campaign film masterfully blends relatable story with humor to convey the message that the sale is so good that any excuse to buy new furniture is justified. The campaign artfully presents a vast collection of furniture as the couple visits the Godrej Interio showroom which is filled with a vast variety of furniture, ranging from exquisite bedroom furniture to sleek kitchen furniture and comfortable living room
furniture. Thus, ensuring that the audience doesn’t miss out on the crux of the campaign along with the relatable story.
On ensuring that the humor in the campaign is culturally sensitive and doesn’t unintentionally offend any specific groups or individuals
Jitendra Hirawat: It’s really important to be mindful of the cultural differences in our society. To make sure that our campaign is respectful of everyone’s culture and doesn’t hurt anyone’s feelings, we do a lot of research on the audience we’re targeting. We also made sure to pick a
relatable story about an everyday Indian family to avoid any unintentional offense. Lastly, we review the script and final video with a diverse group of people to make sure we’re not missing anything. We always strive to create content that is both entertaining and culturally appropriate for everyone.
On the campaign differentiating Godrej Interio from its competitors in the furniture market
Sumit Bhojani: The furniture market in India has been growing steadily over the years, driven by a rising middle class, increasing disposable income, and a growing preference for branded furniture. According to a report by ResearchAndMarkets, the Indian furniture market is expected
to grow at a CAGR of around 12 per cent during 2021-2026. However, the market is still highly fragmented, with a large number of unorganised players accounting for a significant share of the market.
In a highly competitive market, effective communication strategies are as important as product offerings in differentiating a company and breaking through the clutter. Our summer carnival campaign had clear objectives and communicated the sale offer effectively using engaging storytelling that leads seamlessly into the sale callout, resulting in strong recall value.Our
product range has high-quality, feature rich, aesthetically pleasing products, showcasing our commitment to design excellence and quality. This sets us apart from our competitors in the market.
On aspects of this campaign leaving a lasting impression on the target audience and help build brand loyalty for Godrej Interio
Sumit Bhojani: Everyone loves a good deal, especially when it comes to buying furniture for various purchase occasions. Offers can add significant value when making a purchasing decision. The ‘offer reveal’ in the campaign film is particularly noteworthy, as it incorporates a surprise
planned by a husband for his partner, adding a fun and charming element.
Our main message to our existing customers and potential ones is to encourage them to visit our stores and experience the wide range of offerings and the superior quality of Godrej Interio furniture. We believe that the loyalty of our customers is built on their positive experiences with our brand.
On Godrej Interio maintaining transparency in its pricing strategy to build trust with customers regarding its cost-effectiveness
Sumit Bhojani: At Godrej Interio, we believe in three core values: high quality, great design and superior value. We never compromise on the quality of our products or designs. Our prices are set to reflect the level of design expertise that goes into creating each piece of furniture along
with the quality that comes from the strength of our manufacturing excellence which is the hallmark of the Godrej brand.
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