Mumbai: Godrej Appliances, part of Godrej & Boyce, the flagship company of Godrej Group, rolled out a new social media campaign #FoodKaMoodBadlo to educate consumers on maintaining food freshness through a series of engaging influencer-led videos.
Prolonging the shelf life of refrigerated foods and retaining their freshness for longer is possible by following some simple hacks at home. The brand has seamlessly narrated these tips through a series of videos created in collaboration with influencers. From selecting the right fruits and vegetables to mastering the art of cleaning and maintaining a well-organized refrigerator, viewers will discover the key to unlocking the secrets of food freshness.
Godrej Appliances marketing head Swati Rathi said, “With Unique Nano Shield Technology (patent applied), Godrej Frost Free Refrigerators have moved from cooling to disinfection within the refrigerators, raising the bar in food preservation. The social media campaign we deployed, also aimed to raise the bar when it comes to engaging consumers on food freshness. It revolves around some insights – 1. With an increasing number of young nuclear families, people have forgotten the art of picking fresh produce 2. Refrigerators can enhance and maintain freshness but need fresh ingredients to begin with. 3. Simple hacks around food storage and organization can go a long way in maintaining food freshness. Armed with these insights, we engaged with influencers to put out conversational and aesthetic content that educated our viewers on how to maximize the life of their foods.”
The captivating videos of the #FoodKaMoodBadlo campaign can be viewed on Instagram through the accounts of Nitya Hegde (@finefettlecookerys), Shreya Agarwala (@ohcheatday), and Saloni Kukreja (@salonikukreja).
MUMBAI: With its latest Women’s Day campaign, Godrej Appliances fights subtle gender stereotypes by effortlessly marrying the philosophy of ‘Things Made Thoughtfully’ with the hashtag #LetsStartRight.
The film shows a seemingly progressive household that agrees with the mainstream belief of women empowerment and equal opportunities. The father-in-law of the house admires it even when a positive change is seen happening in the society outside. But when it comes to his own home, unknowingly, the stance is different. A female fighter pilot on TV is lauded, but the daughter-in-law of the house is advised to leave her corporate job and be in what is deemed to be a more ‘female friendly’ profession.
About the film, Godrej Appliances marketing head Swati Rathi said, “The thought of ‘Lets Start at Home’. #LetsStartRight was born last year during children’s day when we highlighted the stereotype of gender-based roles amongst children taking shape at home. We chose to carry forward the conversation on women’s day. Our latest film showcases how gender stereotypes are sometimes so ingrained in our mindsets that we don’t even realise the bias. This is true of even seemingly progressive families. Children are a critical element of this #LetsStartRight dialogue because they force us to rethink our biases and start afresh. Godrej has always believed in being a responsible brand and playing the role of a change agent for our country and society. We hope this film inspires people to introspect for themselves and change for better.”
Speaking about the campaign, Creativeland Asia chief creative officer Anu Joseph said, “Godrej Appliances, as a brand, has been at the forefront of social change from the day it launched refrigerators in India more than 6 decades ago. It liberated women from having to cook three meals a day, and therefore being unable to step out to work. Women, even today, continue to face little prejudices at home. Sometimes, these discriminations are veiled. Sometimes, they are even made to sound like a good thing. This film tells a moment of truth story about one such hidden prejudice in a typical Indian home.”
MUMBAI: This children’s day, Godrej Appliances brings #LetsStartRight, a campaign questioning the prevalent mindsets in the Indian society in terms of set gender roles and emphasising the need to break free early.
The objective is to highlight an everyday story, where consciously and very often unconsciously, we condition our children with the age-old gender biases.
Gender stereotypes are often formed at an early age, in our everyday set ups. Take the kitchen for example which is the birthplace for some awesome food but awful stereotypes, one being that the kitchen is meant for girls.
Conceptualised by CreativeLand Asia, the campaign is set up in the familiar construct of a home, capturing a simple moment between a grandmother and her grandchildren. It does not rely on histrionics and melodrama but nudges us subtly to rethink.
Godrej Appliances head of marketing Swati Rathi says, “Being in the home appliances space allows us to observe behaviour at home including how we shape our children. As our society still grapples with gender stereotypes like women must do the cooking, we felt the problem is best tackled if we start young. Children’s day seemed like a good day to share this point of view. We hope this simple campaign makes people reflect on the small unconscious ways in which we display our biases, reevaluate our ‘soch’ and our actions, and take small corrective steps.“
CreativeLand Asia chief creative officer Anu Joseph adds, “In this case, the brief made the film. The marketing team was ready with a bold and clear brief. We had to just write a little story around it. A strong insight is a great place to start. Gender inequality and biases are always passed down and a matter of nurture. The kitchen is a great place to start corrective action.”
MUMBAI: Global water crisis is deepening with each passing day. Even a developed city like Cape Town in South Africa is enduring one of the worst water crisis and it may allegedly run out of water next year, if not sooner. Closer to home, Kerala has declared 9 districts as drought hit due to shortage of water. There are 1.2 Billion people or almost 1/5th of the world’s population that live with water scarcity. In India, 330 million people suffer from regular water shortage issues with limited access to clean and safe water.
Taking matters in own hands, Godrej Appliances in India has launched its #MyACSavesWater initiative, which is aimed at sensitising people about this critical issue.
Wondering how an Air conditioner can be a possible source of saving water? Here is the thought behind the initiative – Inside the indoor unit of an AC, there are evaporator coils that cool the warm air blown over it. This causes condensation and moisture forms on the coil, just like how water droplets form on a cold glass of water on a hot day. If run for a period of 8 hours, the air conditioner generates almost 10 Litres of water due to condensation. Generally, this water is taken out of our homes and discarded through drain pipes. However, with approximately 5 million units of air conditioners sold in India each year, that’s potentially 50 million litres of water daily that can be saved and re-used, even without considering the existing installed base of ACs.
Taking this insight and moving a step further towards water conservation, Godrej Appliances, launched its #MyACSavesWater initiative, to educate and encourage people to re-use this distilled water generated from air conditioners. It also provided 1000 customers of its Green Balance range of Air Conditioners, with a unique 10 Litre compact and collapsible water can, to help its customers collect this water and informed them of ways in which the water can be reused like for watering plants, cleaning purposes etc. As per the Indian Standard Code of Basic Requirements for Water Supply, a person uses about 125 Litres of water a day for bathing and cleaning purposes. With 10 Litres of water getting collected from air conditioners and then re-used every day for these purposes, we can save about 8 per cent of daily tap water.
Godrej appliances business head and executive vice president Kamal Nandi says, “Water conservation is a pressing concern in India which needs to be addressed at the earliest. In line with our ‘Soch ke Banaya Hai’ philosophy, the thought behind the #MyACSavesWater initiative is to sensitise people of the depleting water resources and encourage them to conserve water.”
Godrej Appliances marketing head Swati Rathi adds, “We hope that the 1000 cans that we provided to our customers serve as an incentive to take up this drive and inspire many more to follow the example, irrespective of their AC brand. With every AC owner potentially saving 10 Litres water or more daily, we hope this simple soch will usher in a positive change and go a long way in conserving our environment.”
The campaign is being leveraged through social media to reach out to all users of air conditioners, as anyone can help conserve water, irrespective of the brand of air conditioners they use. A video explaining the movement has been shared on our Facebook, Twitter and YouTube social media handles and our website.
A series of posts have also gone up on our social media handles educating the people about the water shortage crisis, the current consumption of tap water and how this simple act of collecting and re-using the water generated from the usage of air conditioners can save millions of litres of water .An emailer and SMS is being sent to all customers, employees and channel partners to take up this initiative and help spread the word.
MUMBAI: Godrej Appliances has launched the Godrej Edge Duo Refrigerators, a first-of-its-kind single door refrigerator with a separate drawer for vegetables, in the Indian market.
Surveys revealed that Indian consumers open a refrigerator at least 10 times a day, of which the vegetable section alone is accessed up to 40 per cent of the time, leading to significant cooling loss which impacts food preservation, and leads to higher energy consumption.
To introduce this product, the company released a film conceptualised by Creativeland Asia and directed by Prashant Issar from Tubelight films, which takes the promise of ‘Soch Ke Banaya Hai’ further.
Since the refrigerator is at the heart of every kitchen, the film is set up in a household kitchen. In India, it doesn’t matter if you are vegetarian or non-vegetarian, each family consumes vegetables almost daily. The film begins with a concerned grandmother played by Ratna Pathak Shah, who is seen complaining to her daughter-in-law because when she opens the refrigerator door, she finds no vegetables. The grandson responds by opening the separate veggie drawer, filled with fresh vegetables. He tells his grandmother that now with the new Edge Duo Refrigerator, they keep the vegetables separately — this leaves the grandmother speechless.
Godrej Appliances marketing head Swati Rathi says, “As an organisation, Godrej has always endeavoured to push the envelope. We are constantly innovating and evolving with the single aim of delighting our stakeholders with cutting-edge products and services. The new commercial brings alive the core USP of the new refrigerator.”
Commenting on the film, Creativeland Asia chief creative officer Anu Joseph adds, “Here was another thoughtfully made appliance from Godrej. A refrigerator with a separate vegetable drawer – a much needed innovation that no one else thought of. We just wrote a really nice, short and insightful story around the innovation and cast the right people.”
MUMBAI: WATConsult, a part of Dentsu Aegis Network, has launched a digital campaign titled #SuitUptoAllergy for Godrej.
The campaign launched this week across digital media platforms with a video that takes a fun, over the top approach to humour, by draping the lead character in a hazmat suit and following him through the day as he struggles with his daily tasks in this unusual attire.
The video conveys an underlying message that while despite our best measures we cannot protect our loved ones from allergens in our surroundings, we can wash away the invisible germs & bacteria on their clothes with the help of the Godrej Eon Front Load Washing Machine.
WATConsult CEO Rajiv Dingra said, “We decided to opt for a humorous plot to simplify the message about kids’ health to moms. I believe that the campaign will resonate with the audience and bring great recognition to the brand.”
Godrej Appliances marketing director Swati Rathi said, “It is our constant endeavour to offer products built on consumer insights and hence the Godrej Machine with Allergy Protect mode.”
“Instead of launching the machine in traditional media, we have chosen to launch it first on the digital medium, with a short but humorous video. It has been designed to engage and get attention particularly from parents, who are a key target audience for the product,” she added.
