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Tag: Shireesh Joshi

  • Godrej Appliances joins ONDC Network to strengthen consumer outreach

    Godrej Appliances joins ONDC Network to strengthen consumer outreach

    Mumbai: Godrej Appliances, part of Godrej & Boyce, the flagship company of Godrej Group, has joined the Open Network for Digital Commerce (ONDC) to elevate consumer access to its diverse range of home appliances. This will further increase the brand’s nationwide presence and provide customers with more convenience while purchasing appliances.

    Godrej Appliances has tied up with Mystore to facilitate its enlistment across the Open Network. Presently, Godrej Appliances offers a range of 100+ SKUs through ONDC Network encompassing a wide range of advanced home appliances like refrigerators, air conditioners, washing machines, microwave ovens, dishwashers, air coolers and deep freezers.

    On the back of this extensive Network, the brand aims to cater to several pin codes across 20+ states in India in the coming months. All products available on ONDC Network will be priced at competitive rates as compared to other platforms. Going forward, the brand will also enable easy purchase through consumer finance offers and further tap into marketing opportunities on the ONDC Network.

    Expressing enthusiasm about this strategic move, Godrej Appliances business head & executive VP Kamal Nandi said, “We are excited to be a part of the government backed ONDC, with our partner Mystore to facilitate this endeavor. Godrej’s commitment to engage customers and build loyalty aligns seamlessly with ONDC’s mission to create a digitally inclusive and vibrant marketplace. As we onboard the Network, it enables us to connect with a wide audience and offer them a large variety of Godrej’s advanced home appliances. By 2026, we estimate our ONDC Network contribution to reach 20% of our e-commerce business with our entire range of home appliances.”

    ONDC CEO & MD T Koshy said, “The addition of a trusted brand like Godrej to ONDC Network validates our growing reach and influence. As more prominent brands across sectors join us, it further strengthens the Network’s ability to drive inclusion and innovation. We are thrilled that Godrej recognizes the value of integrating with ONDC Network to enrich consumer choices across India’s towns and cities.”

    ONDC CBO Shireesh Joshi added, “For all the brands that onboard onto the Network, it will certainly unlock new opportunities and customer segments for them.  It allows beloved brands to extend their equity by being more accessible and affordable. Through a deeper market access enabled by the Network, Godrej can now showcase and deliver their quality products to consumers everywhere. We are happy and looking forward to the positive impact and progress Godrej will drive through the Open Network.”

    Mystore co-founder Kriti Aggarwal said, “We are happy to play a pivotal role in enabling Godrej Appliances to begin their ONDC Network journey. This collaboration furthers our cause of making it seamless for Enterprise brands to bring their complete dealer network to the ONDC Network and boost brand visibility and reach through digital channels.”

  • ONDC’s first brand film celebrates the spirit of Indian entrepreneurship

    ONDC’s first brand film celebrates the spirit of Indian entrepreneurship

    Mumbai: ONDC (Open Network for Digital Commerce) is thrilled to present its debut brand film, “ONDC Network par ab har business ke liye Bharat khulega” a celebration of the boundless dreams and aspirations of Indians in the new era of digital commerce.

    The film, released ahead of Republic Day, serves as a testament to ONDC’s commitment to empowering aspiring entrepreneurs and fostering the growth of existing businesses without constraints. It envisions a world where anyone with a dream can thrive, breaking free from traditional limitations and embracing limitless opportunities provided by the Open Network. The film further enhances ONDC’s commitment towards #vocalforlocal, especially supporting women entrepreneurs.

    Set against the backdrop of India’s diverse landscapes, the 145-second film weaves together a tapestry of stories featuring archetypes of sellers and showcasing the journey of individuals from various walks of life. From the local street diya seller to the artisan crafting locks in Aligarh, from the neighborhood kirana shop owner to the creator of tangy Rajasthani pickles, and from a bridal boutique proprietor to an independent cab driver – the film encapsulates the spirit of a thriving India fueled by inclusive, interoperable and unbundled nature of the Open Network.

    “ONDC is the foundation of a thriving ecosystem where both established and emerging businesses can aspire for sky-high goals and realize their entrepreneurial dreams, bound only by the limits of their imagination. By tapping into the Open Network, businesses and entrepreneurs can expand without boundaries and maximize their value creation. Our first brand film celebrates this spirit of boundless aspirations and inclusive growth,” said Shireesh Joshi, CBO, ONDC CBO Shireesh Joshi.

    With ONDC as a catalyst, the film presents a narrative of breaking barriers, fostering connections, and creating a symphony of opportunities that enable small businesses and individual entrepreneurs to transcend local boundaries and reach a nationwide and even a global audience. The film expresses this with an expression that we hope becomes a rallying cry for everyone connected with the ONDC Network now and in months to come.

     

  • IAA Debates: Are agencies rapidly reinventing?

    IAA Debates: Are agencies rapidly reinventing?

    MUMBAI: There is need for both advertising agencies and marketers to reinvent themselves. This was the basic message from the IAA Debates held in Mumbai earlier this month.

     

    The topic of the discussion of the second of the new season of IAA Debates was: ‘Agencies are not rapidly reinventing themselves to stay relevant to changing advertiser needs.’

     

    At the start of the debate, the overarching view of the audience was that agencies must reinvent to stay relevant. At the end of the debate, the view moved to that agencies are reinventing themselves and indeed more relevant than the initially held view.

     

    Speaking for the motion (‘Agencies are not reinventing themselves’) were Dentsu Aegis Network chairman & CEO South Asia Ashish Bhasin and Marico chief marketing officer Sameer Satpathy.

     

    Speaking against the motion (‘Agencies are reinventing themselves’) were Madison World MD and chairman Sam Balsara and Godrej strategic marketing group COO Shireesh Joshi.

     

    IAA India Chapter president and IAA vice president-development, Asia Pacific Srinivasan K Swamy said, “The fact that some of the leading lights of the industry participated in the debate ensured that we had discussion of the topmost quality. By bringing in practising leaders of the industry, the IAA Debates has become a must-attend event from all section of the advertising, media and marketing fraternity.”

     

    D B Corp chief-marketing and corporate sales officer Pradeep Dwivedi added, “We are delighted to partner IAA Debates in bringing about discussions around current, thought provoking subjects which have a bearing on the industry and our marketing, media and advertising community. As marketers figure out ways to maximise value from their agency engagements and vice versa, as was the subject of the recently concluded second debate of the season, we at Dainik Bhaskar remain committed to contribute to the spirit of discovery and discussion to help bring about change and evolution.”

     

    The IAA Debates hosted so far have been in Mumbai, Goa, Delhi, Bengaluru, Hyderabad and Chennai. The debates have featured senior advertising, media and marketing professionals such as Prasoon Joshi, Vikram Sakhuja, Lloyd Mathias, Josy Paul, Pratap Bose, Deepika Warrier, Anupriya Acharya, Arun Anant, Arunabh Das Sharma, Partha Sinha, Monica Tata, Vikram Chandra, Punitha Arumugam, Mahesh Murthy, Virginia Sharma, Ashok Lalla and Zerin Rahman, Sadashiv Nayak, Atul Phadnis, Ronita Mitra, and Amitabh Pande amongst others speaking for and against the motion.

  • “Agencies are not rapidly reinventing to stay relevant to changing advertiser needs”: IAA

    “Agencies are not rapidly reinventing to stay relevant to changing advertiser needs”: IAA

    MUMBAI: The India chapter of the International Advertising Association (IAA) is all set for the big debate.

     

    To be held on 16 February, the theme for the new season of IAA Debate is: ‘Agencies are not rapidly reinventing themselves to stay relevant to changing advertiser needs.’

     

    Speaking for the motion (that is agencies are not reinventing themselves) will be Ashish Bhasin (of Dentsu Aegis) and Sameer Satpathy (of Marico). Those presenting the points against the motion (that is agencies are reinventing themselves) are Sam Balsara (of Madison) and Shireesh Joshi (of Godrej).

     

    The debate will be moderated by CNBC – Storyboard editor Anant Rangaswami.

     

    IAA India Chapter president and IAA Asia Pacific VP-development Srinivasan K Swamy said, “I am delighted to see some of the leading lights of Indian industry raise the stature of the IAA Debates even higher. The topic chosen has been in the minds of industry professionals and IAA decided to debate this in the open. I am sure many in the industry will be there to witness this.”

     

    D B Corp chief – marketing & corporate sales officer Pradeep Dwivedi added,  “At Dainik Bhaskar Group, we are delighted to partner with IAA in furthering the spirit of discovery and engagement with-in all the stakeholders in our industry. The Indian economy is on the cusp of a significant growth curve and the innovation in our ideas will determine our success as marketing & advertising thought leaders, and hence the need to have serious introspection on our need to reinvent at a rapid pace. We are hopeful that our earnest attempt at being a harbinger of this change will be received very well.”

     

    The IAA Debates hosted so far have been in Mumbai, Goa, Delhi, Bengaluru, Hyderabad and Chennai. The Debates have featured senior advertising, media and marketing professionals such as Prasoon Joshi, VikramSakhuja, Lloyd Mathias, Josy Paul, Pratap Bose, Deepika Warrier, Anupriya Acharya, Arun Anant, Arunabh Das Sharma, Partha Sinha, Monica Tata, Vikram Chandra, PunithaArumugam, Mahesh Murthy, Virginia Sharma, Ashok Lalla and ZerinRahman, Sadashiv Nayak, Atul Phadnis, Ronita Mitra, and Amitabh Pande amongst others speaking for and against the motion.

  • Godrej moves beyond TVC with soaps integration

    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.