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Tag: Godrej L’Affaire

  • Godrej L’Affaire launches #CelebratingAcceptance campaign

    Godrej L’Affaire launches #CelebratingAcceptance campaign

    Mumbai: Godrej L’affaire, the lifestyle platform by Godrej Industries Group, continues its #CelebratingAcceptance campaign this Diwali with a brand film promoting love and equality in relationships. The story follows young Shlok, who learns from his neighbour, Aunt, about embracing diverse family dynamics. As he participates in Diwali celebrations, Shlok observes different customs and learns that traditions are best enriched through acceptance.

    Featuring Ankit Andulekar and Shailesh Gupta as a same-sex couple, the film conveys the message: ‘Riwaazo se Rishte nahi Bante’ (Relationships aren’t built on traditions) but rather, ‘Hum rishton se Riwaaz banate hai’ (We create traditions through relationships). Through Aunt’s metaphor, ‘Brown ho ya colourful, hai toh dono mitti ke diye na’ (Brown or colourful, every diya is made from the same clay), Shlok learns to appreciate all forms of love without bias. He becomes a young ambassador of change, embracing inclusion and reinforcing that Diwali and the relationships it celebrates are for everyone.

    celebratingacceptance

    Godrej Industries Group chief communications officer, corporate brand and communications Sujit Patil said, “Festivities in India are deeply entrenched in tradition. With this film Godrej L’Affaire aims to generate conversations around widening traditional norms. We hope to spark meaningful conversations around love that transcends norms. Diwali is a time of celebration and connection, and we believe that the light of acceptance should shine equally bright for everyone—regardless of who they love. At its heart, this film reflects the beauty of relationships built on authenticity, reminding us that true joy comes from embracing one another just as we are. We hope it inspires people to celebrate relationships in all their forms and create traditions that are rooted in love.”

    Godrej DEI Lab head Parmesh Shahani said, “Godrej Industries Group has a dedicated diversity and inclusion vertical, the Godrej DEI Lab, committed to workplace inclusion and we were delighted to collaborate on this important project. Through this campaign, we hope to encourage viewers to expand the idea of tradition and love their family members in all their beautiful diversity, just as the mother in this video has done. Our efforts in this direction coincide with the recent steps of the government’s department of social justice and empowerment (DoSJE), which had invited inputs of stakeholders and the public at large, so as to ensure that policies and initiatives regarding LGBTQI+ community are inclusive and effective. The Department of Financial Services (DFS) has issued an advisory that there are no restrictions for persons of the queer community to open a joint bank account and to nominate a person in queer relationship as a nominee, while the ministry of health and family welfare has issued letters to all stakeholders including all States/UTs to take measures to ensure the rights of LGBTQI+ community. We believe that through videos like this, we can share with viewers how invaluable support from family members empowers the LGBTQIA+ community to truly make every milestone in their lives a celebration of inclusion.”

    AGENCY09 senior content creator Aadie Sawant, the ideator & screenplay writer for this campaign added, “Familiarising children to different concepts, different perspectives is important. Most queer individuals spend their childhood being indoctrinated to a “straight” way of living. Letting them know that it’s okay to pursue what seems right to you is crucial, so as to not affect their adult life. I’m happy that I got to share this narrative of acceptance and love.”

    This Diwali, join Godrej L’affaire in embracing a significant step towards fostering a society where love knows no bounds and where all relationships are cherished.

  • Godrej L’Affaire launches campaign on workplace mental health

    Godrej L’Affaire launches campaign on workplace mental health

    Mumbai: This World Mental Health Day, Godrej L’Affaire presents a poignant campaign film that uncovers professionals’ often-overlooked mental health journeys. The film captures the emotional battles behind everyday achievements through relatable stories and light-hearted dialogue, emphasising the need for open conversations about mental health in the workplace.

    Success is often celebrated in corporate environments, but challenges remain hidden. Godrej L’Affaire aims to change this by highlighting the internal struggles of employees, from interns to managers, emphasizing the importance of open discussions about mental health. A research by Deloitte shows that 47 per cent of global employees face mental health issues at work.

    The campaign encourages professionals to share their experiences and seek support, promoting resources like counselling and peer support groups. The film underscores that every professional is managing their own emotional journey.

    Commenting on the campaign, Godrej Industries Group chief communications officer Sujit Patil said, “This campaign encourages organizations to foster an environment where individuals feel heard, supported, and have access to resources and teams they can approach when feeling low. Mental health issues in the workplace have become quite common, and there is always more to someone’s story than meets the eye. Companies should endeavor to create a culture of support to ensure the well-being of all.”

  • Godrej unveils heartwarming Raksha Bandhan films on L’Affaire and Vikhroli Cucina

    Godrej unveils heartwarming Raksha Bandhan films on L’Affaire and Vikhroli Cucina

    Mumbai: From our first frenemies to our oldest friends, siblings hold a very special place in our hearts. A relationship that transcends borders and time but rarely wavers. Godrej Industries Group (GIG), through its owned media platforms Godrej L’Affaire and Godrej Vikhroli Cucina, unveils two digital films celebrating Raksha Bandhan featuring Godrej Jersey. These films honour sibling bonds by blending tradition with modern values, highlighting themes of love, and connection, while subtly challenging gender stereotypes.

    Godrej L’Affaire celebrates the spirit of Raksha Bandhan with a heartwarming film that unconventionally intertwines the values and traditions of the festival with #RespectAllBandhans, the third in its series. Historically, the roles of protector, breadwinner, and decision-maker were assigned to men; But times have changed and so why not celebrate our bonds with a new perspective? Raksha Bandhan highlights the sacred bond of protection and love between siblings, and this film takes a unique approach to showcasing a role reversal in the traditional Raksha Bandhan ritual. Godrej L’Affaire subtly challenges gender stereotypes and invites viewers to join them in celebrating the beautiful bond of siblingship.

     

     

    Godrej Vikhroli Cucina’s digital film, “#SweetBonds,” hits a little closer to home, it is a nostalgic journey into the heart of siblinghood. It humorously rewinds time to capture the playful banter, to bickering over trivialities, and cherished moments that have shaped their bond. The film beautifully portrays how distance cannot dampen the love and connection shared between siblings. As the video unfolds, it culminates in a heartwarming Raksha Bandhan celebration, where a sister surprises her brother with a thoughtful ‘sweet’ gift. This gesture symbolizes the enduring sweetness of their relationship and the power of shared memories to bridge any gap. Godrej Jersey Mysore Pak becomes a metaphor for the sweetness of their bond, reinforcing the idea that love knows no distance.

     

     

    Talking about the campaign Godrej Industries Group executive director & chief brand officer Tanya Dubash said, “This Raksha Bandhan, our films celebrate the deep and enduring bonds that define sibling relationships while embracing an unconventional perspective. These stories highlight the timeless love between siblings. From food wars to playful ribbing, all shared moments between siblings have now become ‘Sweet Bonds’. Resonating with the idea that distance cannot diminish the sweetness of shared moments the video reminds us to cherish these little moments, for they are gone in a blink of an eye.  Our films reflect our commitment to honouring these invaluable connections, ultimately celebrating the strength and love that unite us.”

    Commenting on the campaign, Godrej Jersey CEO  Bhupendra Suri said,” Sweets play an essential role during festive celebrations in our country. A day of celebration and spending time with your loved ones, it adds up to festive delights. At Godrej Jersey, we have always focused on building trust and forging strong bonds with our consumers. Hence on the auspicious occasion of Raksha Bandhan, we are hopeful that our sweet products – Godrej Jersey Mysore Pak and Godrej Jersey Doodh Peda – will allow our consumers cherish the traditional values of this auspicious occasion,” he further added.

    By blending tradition with modern values, the campaign invites viewers to appreciate and honour diverse relationships, ultimately promoting a more inclusive and empathetic world.

  • Sixth edition of Godrej L’Affaire to celebrate All Things Goodness

    Sixth edition of Godrej L’Affaire to celebrate All Things Goodness

    Mumbai: Godrej L’Affaire, a curated experiential luxury lifestyle platform by Godrej Industries Limited and Associate Companies (GILAC), today announced that more than 30 brands have collaborated with the platform for it’s sixth edition. Slated for Friday, 29 March 2024 at the brand’s headquarters in Vikhroli, Mumbai, Godrej L’Affaire will be celebrating ‘All Things Goodness’ at the soiree.

    Godrej L’Affaire is a brand-agnostic-owned media platform in the lifestyle space. Bringing together non-competing complementing brands in the lifestyle space, it was conceptualized to celebrate nuances of lifestyle in an experiential manner. With HSBC India, one of India’s leading financial services groups, collaborating for the sixth edition, an evening soiree will unfold with a three-pronged mission of crafting hyper-immersive experiences, building a community of lifestyle aficionados, and weaving a robust digital safe narrative for all the participating brands.

    Speaking about the sixth edition of Godrej L’Affaire, GILAC executive director and chief brand officer Tanya Dubash said, ”Creating personalized, immersive and authentic experiences for consumers in today’s ever-evolving world is imperative for any brand. Godrej L’Affaire was launched to provide these opportunities for our in-house brands as well as external non-competing brands in the lifestyle space. Our objective has been to create a community of lifestyle aficionados and drive meaningful conversations around the lifestyle space.”

    She further added, “Our theme for this year is Goodness and we aim to underscore the significance of deliberate good choices that minimise negative impact and contribute positively to society. We are extremely excited to make Godrej L’Affaire 2024 an unforgettable affair.”

    Commenting on its collaboration with Godrej L’Affaire 2024, HSBC India Arkaprava ‘Arko’ Ray, head of marketing strategy, said, “As the world’s local bank, we at HSBC passionately believe in creating meaningful conversations for nurturing relationships and building trusts with our customers. With Godrej L’Affaire also working towards creating a lifestyle community, we found a perfect synergy in providing our consumers with an experiential experience through the event. We are excited to collaborate with Godrej L’Affaire and look forward to an amazing evening.”

    Aligned to the guiding concept – ‘All Things Goodness,’ the event is thoughtfully mapped across eight zones aptly spelling out L’Affaire – Lifestyle, Awareness, Fashion, Flavour, Artistry, Innovation, Rejuvenation, and Environment.

    In sync with the same, the highlight of this lifestyle-centric soiree will be an exclusive fashion show by the renowned fashionista, Malaika Arora, showcasing her flagship brand – The Label Life. Marking an exclusive debut for the brand’s collection on the runway, Malaika would be showcasing the Spring Summer 2024 collection centred around the iconic Picnic, Party, Home, and Office look.

    The evening will also witness an electric performance by the band – The Bartender, the brainchild of Mikey McCleary – award-winning songwriter, composer and producer. Featuring Shalmali Kolghade, Medha Sahi and Kaprila Keishing, their eclectic mix of music sensibilities would be setting the tone for the evening.

    Food enthusiasts are also in for a treat. The event will mark the unveiling of the 7th edition of the Godrej Food Trends Report (GFTR), delving into the theme of “Provenance.” This insightful report delves into the deep connection between Indian cuisine and its origins, exploring the intrinsic link between ingredients, regional specialities, and traditional practices. With insights from over 350 experts, including chefs, bloggers, and food producers, GFTR 2024 sheds light on the rich tapestry of India’s culinary heritage.

    Godrej takes pride in nurturing emerging talent. Hence the event will witness the announcement of the top 25 content creators chosen through the premier influencer hunt Godrej L’Affaire Select. This program has scouted a pool of over 10,000 participants spanning 200 cities, towns, and villages across India. Mentored by internet sensation Ranveer Allahbadia, popularly known as Beer Biceps, the winners will be honoured and welcomed into the exclusive Godrej L’Affaire Select creators’ group.

    More than 30 partner brands have partnered with Godrej L’Affaire for its sixth edition. With HSBC India being the presenting partner, the soirée will offer experiences of top lifestyle brands such as D ‘Décor, The Label Life, Elior India, Women Company, KamaSutra, Cinthol, Park Avenue Perfumes, Goodknight, Aspri Spirits, Bombay Island Coffee Company, Dubai Energy, Godrej Properties, Godrej Professional and more.

    Other prominent brand partners include Godrej Capital, Godrej Yummiez, Moshi Moshi, Godrej Selfie Shampoo Hair Colour, Godrej Jersey, Godrej Magic Handwash, HIT, Godrej Agrovet (Combine & Rashinban), Godrej Real Good Chicken, Godrej aer and more.

    Bright Outdoor Media Ltd is the OOH Partner for Godrej L’Affaire 2024.

  • Revolutionising marketing: Where data takes the lead in a digital age

    Revolutionising marketing: Where data takes the lead in a digital age

    Mumbai: Agency 09 was launched in 2013, a Bandra-born agency with operations in India, UAE and Australia. They formed a culture of creative thinkers, to build brand experiences that people love. AGENCY09 catalysed the scaling of businesses globally with ideas for content, technology, design, and data. While the best is yet to come, they continue #SimplifyingTheWeb. AGENCY09, celebrated its 10-year anniversary on 9 September 2023. With a steadfast commitment to growth, the agency aims to strategically expand its international presence, further solidifying its global footprint.

    Founded by Tushar Khakhar, supported by Bipeen Nadgauda, and later joined by Gautam Anand, the agency is now a strong team of 85 with its new central office at Turner Road, Bandra.

    Over the years, AGENCY09 has transformed from being a digital advertising agency to an integrated marketing agency. In 2016, they expanded the tech team delivering projects globally, namely ERPs, multi-website CMSes, modern UI/UX, and e-commerce. They have dedicated departments for Brand, Design, and Production.

    Today, AGENCY09 consults brands and organisations to grow and foray into a borderless economy. They scale businesses with ideas for Technology, Content, Design, and Data. The agency is currently working with notable brands like Tata Motors, Aditya Birla Capital, Reliance General Insurance, Bits Pilani, Ryan Group of Institutions, Lokmat Media, Godrej L’Affaire, Jupiter Hospital, Mahindra Solarize, iGCB (Intellect Design), Parag Milk Foods, Senvion, Chinese Wok, Würth Car-Haus, Groupsoft and BARC, to name a few.

    Known for being a people-first organization, AGENCY09 deeply believes in bringing positive change through creative communication and technology.

    Indiantelevision.com in an email interaction with AGENCY09 founder Tushar Khakhar, co-founder Bipeen Nadgauda, and co-founder Gautam Anand spoke the decade-long journey, their expansion globally and much more.

    Edited Excerpts:

    On reaching the milestone of 10 years

    Tushar Khakhar: It is an amazing milestone that validates so many facets of our journey. It took time to set the base for building our very own creative ecosystem, and it just feels that everything that leads us in that direction has just begun.

    Bipeen Nadgauda: These were probably the fastest 10 years of my life. There is so much to build and we are gearing up for more milestones.

    Gautam Anand: It is a rewarding feeling. It just gives us the assurance that we have been able to build a business that is sustainable in the industry while having some fun along the way.

    On the challenges in this decade-long journey

    We embarked on this journey from the ground up, with a key objective of maintaining our independence. Our primary focus was to build a strong, long-term team. It was important to build an environment that ensured everyone was comfortable enough to practice free thinking. Experiencing everything, from cracking a local client to a national one and now working on international projects, has been a great learning experience for us.

    On some of the key milestones achieved

    During this journey, we have celebrated significant milestones that reflect our growth and progress. It all began with a humble dining table setup, which eventually evolved into a 400 sq. ft. office space. As we continued to expand, we transitioned to an 1800 sq. ft. office at Hill Road, Bandra, and later moved into our current 4500 sq. ft. office on Turner Road, Bandra. In addition to our domestic success, we made a mark on the international stage by establishing operations in Dubai. We didn’t stop there; we ventured into diverse domains, including Insta Holidays, academyzeronine, Octarine Organics, and A09Store. Our dedicated team has grown to a size of 85 members, with an impressive 20% of our members having dedicated more than 5 years to the organization. These milestones are a testament to our commitment to growth and innovation.

    On your USP in this crowded milieu of marketing agencies

    Amidst the bustling landscape of marketing agencies, especially now that we have transitioned from being a digital agency, our unique selling proposition lies in our data-centric approach. We make efforts to understand the client business line in more depth to be able to provide a scalable strategy and quantifiable results. We help grow businesses with ideas for Content, Tech, Design, and Data. Today, we are able to provide marketing solutions ranging from building a brand, to mainline and digital communication. Along with this, we have catered to some global clients with customized technology-based solutions. All under one roof.

    On the agency’s growth in these 10 years and its strength then and now

    Over the course of our decade-long journey, AGENCY09 has experienced remarkable growth. We initiated this journey as just three individuals, and since then, have expanded into a team of over 85 professionals. One of our key strengths then and now lies in our in-house teams, each headed by individuals with specific expertise in areas such as content creation, production, media management, technology, and SEO & ORM. However, the most enduring and essential strength throughout this journey has been our people and the collective effort they bring to the table. It is the collaborative spirit and dedication of our team that has consistently propelled us forward in our endeavors.

    On the experience gained in expanding globally

    Our expansion into global markets has provided us with a valuable learning experience. We have noticed that the requirements from international markets tend to be more evolved and the service quality expected is higher. Services such as Paid Media, SEO, and Website + E-commerce setup are easier wins as compared to services that require a more localized and customized approach.

    On the brands associated and can you share some recent work

    We have had the privilege of working with a diverse array of prominent brands, including TATA Motors, Reliance General Insurance, Wurth India, Godrej Laffaire, Mahindra Solarize, Aditya Birla Capital, Aditya Birla Finance, BITS Pilani, Ryan Group of Schools, Senvion, Jupiter Hospital, Nahar Group, BARC India, Movado Group, and many others.

    On trends, what was it then and what are you seeing today both in India and globally, and the changes in the digital landscape in recent years

    Back then, we were navigating the rise of digital marketing, focusing on integrating online strategies with traditional marketing methods. Social media was becoming a game-changer for brand engagement. Today, the landscape has shifted entirely to a digital-first approach. We are also witnessing a strong push for sustainability and ethical practices. Globally, a focus on diverse cultural audiences, immersive technologies, and the impact of voice search and smart devices is shaping the future of marketing.

    The digital landscape has rapidly evolved, placing greater emphasis on personalized, mobile-first strategies, and real-time engagement via social media. Emerging technologies like AI, AR, and voice search have reshaped marketing approaches, allowing for more targeted and data-driven campaigns to resonate with tech-savvy audiences.

    On the growth and vision for the agency in the next three years

    In the next three years, our agency aims to further solidify its global presence, focusing on innovative technological integrations and sustainable practices. As our management steers the growth of our diverse ventures, senior leaders are set to spearhead key departments, fostering team expansion and fortification.

     

  • Godrej L’Affaire join forces with So Delhi at Boho Bazaar as community partners

    Godrej L’Affaire join forces with So Delhi at Boho Bazaar as community partners

    Mumbai: Godrej L’Affaire, the experiential owned media lifestyle platform by Godrej Industries Ltd and Associate Companies (GILAC), is delighted to announce its partnership with So Delhi’s Boho Bazaar, a popular event that celebrates art, fashion, and community. As a lifestyle community partner for Boho Bazaar, Godrej L’Affaire brought a unique and immersive experience to attendees, making the event even more memorable.

    Boho Bazaar – The Biggest Shopping & Music Festival dazzled with its 5th edition for a special Diwali fiesta where the festivities unfolded from the 3 to 5 November, 2023. Godrej L’Affaire, known for its commitment to fostering creativity, collaborated with Boho Bazaar to provide a platform for emerging artists, content creators, and the community to come together and celebrate their passions.

    Godrej L’Affaire set up a one-of-a-kind 360-degree photo booth, offering attendees a chance to capture fun and interactive footage. This unique addition to the event allowed 600+ visitors to create memories in a dynamic and entertaining way. To amplify the excitement, Godrej L’Affaire, in conjunction with Boho Bazaar, ran an exciting contest on its social media handles; winners won free passes to the event.

    Speaking on the association, Godrej Industries Ltd and Associate Companies (GILAC) VP & head corporate brand and communications Sujit Patil said, “We firmly believe in the unifying power of creativity to bring communities together. Godrej L’Affaire is our platform to build a community of lifestyle enthusiasts and give them opportunities for experiential engagement with brands. Our partnership with SoDelhi’s Boho Bazaar is a testament to our commitment to creating memorable experiences.”

    The collaboration created an unforgettable experience that celebrated creativity and community. The event showcased the latest trends in fashion, art, and lifestyle, all while providing a platform for like-minded individuals to come together, network, and celebrate their passions.

     

  • Godrej Industries’ media properties celebrate Rakhi with #RespectAllBandhans

    Godrej Industries’ media properties celebrate Rakhi with #RespectAllBandhans

    Mumbai: Taking its #RespectAllBandhans campaign to newer heights, Godrej Industries Ltd and Associate Companies (GILAC), through its owned media platforms of Godrej L’Affaire and Godrej Vikhroli Cucina unveils two digital films. This heartwarming campaign serves as a reminder to respect and protect every bond while being cognizant of the biases and stereotypes, paving the way for a united world. Both films beautifully depict that every bond deserves to be cherished, regardless of gender, age, ethnicity, or any other factor that may otherwise lead to discrimination.

    Respect transcends labels, genders, and relationships. Godrej L’Affaire, the experiential owned media lifestyle platform by Godrej Industries portrayed it elegantly in the #RespectAllBandhans digital film. It illustrates how practicing kindness fosters a world of mutual respect. The video questions- Just as we turn on Goodknight Gold Flash for peaceful sleep, what if we could also turn off stereotypes that easily. Just as we can now make restaurant-style food at home with Godrej Yummiez, what if we could extend family-style unity to the world outside. Just as removing greys is so easy with Godrej Expert Rich Crème, what if we could remove our mental biases too. Just as a simple bar of Cinthol Lime soap can make us feel alive and awesome, what if we could make each other feel the same too. Just as loans with Godrej Capital go beyond the load of gender and offer same-sex loans, what if we could also let go of the load of gender differences. Just as products at Godrej Agrovet through its offerings ensure the health and wellness of cattle, what if we treated animals just as kindly. And finally, just as we don’t let any negativity reach our homes, what if we treated our nation as our home too.

     

     

    Similarly, boosting this campaign with an interesting and tasty twist, Godrej Vikhroli Cucina, the owned media platform by Godrej Industries dedicated to food and culinary space, collaborated with Chef Vicky Ratnani to cook an interesting respect all bandhan recipe titled ‘Chatpata Humanity Millet Chat’. This recipe is made with Godrej Yummiez Millet Patty and a few other ingredients. Every step in the recipe not only guides the viewer through the cooking process but also weaves in profound messages about shattering biases and stereotypes. Beyond a mere recipe, it’s a thoughtful exploration of inclusivity and kindness.  

     

     

    Speaking on the campaign, Godrej Industries Ltd and Associate Companies VP and head- corporate brand and communication Sujit Patil said, “The #RespectAllBandhans campaign was launched to communicate a higher purpose of nurturing kindness and empathy towards all relations. It represents a viewpoint, suggesting that compassion, kindness, protection, and understanding should be demonstrated across all relationships and not just between a brother and sister. The digital films released in the second edition of the #RespectAllBandhans by Godrej L’Affaire and Godrej Vikhroli Cucina, attempt to break biases and we hope these films encourage everyone to break free from preconceived notions and embrace a culture of acceptance across relationships. #RespectAllBandhans is a call to action for a more inclusive world.”

    These digital films provoke thoughtful questions with beautiful visuals for our audience to ponder and open their minds to inclusiveness. Because, when we #RespectAllBandhans, the world becomes a home for all.

  • Godrej L’Affaire concludes its fourth season with a grand celebration of lifestyle

    Godrej L’Affaire concludes its fourth season with a grand celebration of lifestyle

    MUMBAI: Godrej L’Affaire, a curated experiential lifestyle platform by the Godrej Group, concluded its fourth season in Mumbai. More than 1300 people including several prominent personalities attended Godrej L’Affaire.

    It kicked-off with a masterclass marking actress Bhumi Pednekar’s debut as a chef along with Chef Varun Inamdar. They engaged in a live cook-off followed by a conversation on how to bake a blockbuster. Celebrity couple Karanvir Bohra and Teejay Sidhu spoke about inculcating spirituality in children through travel. They also unveiled the trailer of their upcoming web-series ‘Baby Yatra’.

    Music director Shantanu Moitra did a standalone talk on his 100-day fascinating adventure across the Himalayas that changed his music forever. Designers Alan Abraham (Abraham John Architects), Madhav Raman (Anagram Architects), Swarup Dutta (Scenographer) and Asha Sairam (Studio Lotus) engaged in an insightful conversation, powered by Design Dekko, on ways to design homes that give back to nature and the importance of sustainable designs.

    The highlight of the evening soirée was ace couturiers Monisha Jaising and Shweta Bachchan Nanda’s luxury pret fashion label MxS’s first ever fashion show. The couture was street-inspired and had sportive elements and fabric mash-ups, giving the collection a jolt of energy. Supermodels like Carol Gracias, Deepti Gujral, Aanchal Kumar and Sucheta Sharma walked the ramp while the show was choreographed by Shie Lobo.

    Supporting Shweta’s first-ever MxS fashion show, Jaya Bachchan, among other celebrities, was also present. All models were accessorized with Isharya jewellery and watches by Guess Watches and Esprit, complementing the collection. India’s drag scene star, Sushant Divgikar, adorned his famed Rani Ko-He-Nur avatar for a musical performance with his band TopStorey leaving the audience mesmerized.

    The Godrej Food Trends Report – 2020 was unveiled at Godrej L’Affaire. The report curated by Rushina Munshaw-Ghildiyal is a compendium of insights, views and predictions collated from conversations with 150 experts – chefs, thought leaders and food influencers across major cities.

    Godrej Group executive director and chief brand officer Tanya Dubash said: "Godrej L’Affaire has redefined lifestyle trends with every new season. Be it personalities, experiences, footfalls and brand partnerships, our fourth season has raised the bar and turned out to be the most successful edition till date. Godrej L'Affaire has delivered on its promise of showcasing future lifestyle trends that people can adopt for a modern-day living.”

    Godrej L’Affaire soirée witnessed first time unveiling of Ginevra, a new perfume range from Tonino Lamborghini Fragrances. Radio host and producer Hrishikesh Kannan moderated an engaging panel comprising digital influencers such as Karishma Sakhrani, Khushnaz Turner, Rij Eappen, and Chef Amninder Sandhu. The panel titled ‘Make Space for Life’ by Godrej Interio, deliberated on the importance of maintaining work-life balance dynamics and explored what it takes to be an influencer.

    Tata Motors showcased its latest car in the electric vehicles segment –Tata Nexon EV. Godrej Locks unveiled an installation endorsing home safety, conceptualised and designed by Anand Menon and Shobhan Kothari of ADND, a prominent architecture, and interior design firm.

    Godrej L’Affaire’s fourth season presenting partner was MX Player, while the on-ground event was styled by Krsnaa Mehta of India Circus. The soirée offered experiences of top lifestyle brands such as Harley-Davidson, Guess Watches, BBLUNT, Esprit, Godrej Security Solutions, Kotak Mahindra Bank, Cinthol, Godrej Bambusa, Myntra, Script, Godrej Properties, and Goodknight Naturals.

    Other prominent brand partners include Godrej Veg Oils, Elior India, Slice of Pink, Godrej Professional, Godrej Protekt, Godrej Construction, Godrej Real Good Chicken, Houzz India and Godrej aer.

    MX Player CEO Karan Bedi said: "Godrej L’Affaire has been redefining lifestyle trends with every new edition, which makes it a great platform to interact with a range of premium audiences and brands. The theme for this year was 'Aarambh' – bringing together imagination, creativity, and innovation via bespoke experiences for its attendees. We are very happy to have been a part of this experience, and it was great to see the mix of ideas and concepts across various lifestyle categories."

    "The association with Godrej L’Affaire gives us the ideal platform to acknowledge and reward fashion-forward customers, while also setting new benchmarks in the industry on value creation and consumer engagement. For the second year of our association with Godrej L’Affaire, we invited over 50 Myntra Insiders to experience the best of fashion, travel, food, lifestyle and much more during this event,” added Myntra head of marketing Harish Narayanan on the partnership.

    Raymond Consumer Care director international brands Barun Mukherjee said: “Partnering with Godrej L’Affaire was a rewarding experience for us as the event reckons with everything lifestyle and luxury. We took the opportunity to launch Ginevra range of products and showcased the complete range of Tonino Lamborghini fragrances.”

    The media partners for the fourth season of Godrej L’Affaire were Sunday Mid-Day (Print Partner), Living Foodz (Lifestyle TV Partner), IWMbuzz.com (Digital Media Partner) and Radio One 94.3 (Radio Partner).  Wizcraft International managed the on-ground execution of this season.

  • Tata Nexon EV takes experiential marketing to next level

    Tata Nexon EV takes experiential marketing to next level

    MUMBAI: Tata Motors has partnered with Godrej L’Affaire, a luxury lifestyle experiential platform by the Godrej Group, to exhibit and demonstrate the capabilities of its recently launched Tata Nexon EV- India’s Own Electric SUV. The company will set-up an experience zone at the Godrej L'Affaire to deliver the audiences an immersive experience of the future of mobility. The show-stoppers at the L’Affaire event Karanvir Bohra, Teejay Sidhu, Sushant Divgikar, Shakti Arora, Neha Saxena, Riaan George etc. will be arriving in style in the Nexon EV – the official car partner for this edition.

    Commenting on the association, Shailesh Chandra, President – Electric Mobility Business & Corporate Strategy, Tata Motors Ltd. said "The focus of our marketing strategy is to participate in events that includes test-driving experiences, which brings word-of-mouth and referrals for the brand. Godrej L’Affaire is one such platform for us to augment the ultimate electric experience for those who appreciate finer things in life. Our aim is to introduce the future of mobility and proliferate a lifestyle change while providing a surreal experience towards being environmentally conscious. To further boost the experience, we have installed Tata Nexon EV virtual demo setup at select Tata Croma stores in Mumbai, Delhi and Bengaluru. We are eager for our guests to experience the various elements of driving a Tata Motors electric vehicle and behold the amazing!”

    Located at Godrej One in Vikhroli – Mumbai, the potential customers as well as L’Affaire guests will be able to enjoy an extended driving experience that is not experienced on regular test drives. To extend this occasion to its fans, Tata Motors is running a social media contest across its Facebook, Twitter and Instagram offering 10 exclusive Godrej L’Affaire passes up for the grabs.

    Launched earlier this year at an introductory price of Rs.13.99 Lakhs, the Tata Nexon EV is powered by the cutting-edge Ziptron technology, promising zippy performance. The vehicle is equipped with ARAI certified anxiety-free range of 312 km on a single charge, an efficient high voltage system, fast charging capability, extended battery life, class leading safety features and 35 connected features offered by Tata Motors Z-Connect app.

  • Godrej L’Affaire combines experiential, influencer and digital marketing

    Godrej L’Affaire combines experiential, influencer and digital marketing

    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 Indiantelevision.com, 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.”