The Appliances business of Godrej & Boyce, part of Godrej Enterprises Group has launched a new campaign to unveil its latest premium offering – AI powered Side-by-Side Refrigerators. With this launch, the brand aims to strengthen its position in the premium refrigerator segment, catering to discerning Indian consumers who seek convenience, larger capacities and aesthetics in their home appliances, stated a press release.
The campaign spans across TVC, digital and social, OOH and in-stores, reaching consumers through multiple touchpoints. The TVC showcases how the refrigerator’s AI technology intuitively adapts to usage patterns - such as the frequency of door openings and the food load. The on-ground presence for the campaign will be leveraged through hoardings in priority markets across India apart from well-planned store presence. To deepen engagement, the brand will leverage targeted digital platforms for promotions to specific cohorts. Influencer-led content across social media platforms will further amplify the campaign, highlighting the technology, aesthetics and functional appeal of the new Eon Velvet series.
Speaking on this campaign, Swati Rathi, Head of Marketing at Appliances Business of Godrej Enterprises Group, said, “The modern Indian consumers evaluate all their purchases through the lens of convenience, technology and aesthetics and our new launch more than meets the consumer expectations on each of these fronts. With outstanding looks, inbuilt intelligence and convenience, the new Eon Velvet series is already winning consumer hearts at the stores and with the new video campaign, we are unveiling it to a wider audience.”
The campaign was conceptualized and executed by Creativeland Asia.
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