JWT puts together Godrej's Masterbrand campaign

JWT has put together a brilliant campaign for Godrej Masterbrand that takes the brand further in its journey of “Ideas the make life brighter”, a campaign that was launched last year. The bedrock of the campaign is bringing alive the ‘godrej ka naya idea’ which is a thoughtful innovation keeping the consumer in mind. The campaign also drives an image that is contemporary, friendly, relevant and young and re-positions the brand to a friend you cannot do without.

“The campaign revolves around a young modern couple who discover a new idea from Godrej and a new aspect to their relationship. This is a sequel to celebrating ideas that make life better that made its debut last year. The Godrej products are interwoven in this very charming episodic campaign that showcases young couples in India who are home proud, gadget proud and relationship proud”, says Tista Sen, national Creative Director, JWT India.

“Godrej ka naya idea is the bedrock of each film where viewers discover the simplicity and joy of owning a Godrej. Driving an image that is contemporary, friendly, relevant and young this campaign re-positions the brand to a friend you cannot do without”, she adds. The campaign is a nine part rom-com series. All nine films are centred around the love, lives and adjustments of a young, married couple: Sam & Meera. Most of the stories, problems, pranks used in the commercials have been picked up from friends and family.

“Each product plays an integral role in Sam & Meera’s lives and home, by solving a problem and simply adding a smile, therefore creating a connect with har idea se zindagi muskuraye. In addition to TV, the campaign will be taken online where we’ll increase interaction with viewers in fun way! Coming soon!” says priya Pardiwalla, VP and ECD, JWT India
The campaign is supported on digital and online with Twitter and Facebook. The seamless communication celebrates the innovation at the heart of each Godrej product and thereby celebrates life.

“The big challenge for us was to unify and have a singular thought and tone that runs across multiple product innovations from Godrej. Right from premium properties to a mass product like Fast Card, which are targeted at diverse target audiences. The answer was 'Homes'. From furniture to appliances to mosquito repellents and ready to eat snacks, no other company owns and covers every aspect of homes as well as Godrej does. And that was really the starting point for Priya and me”, says Steve Mathias, VP & Senior Creative Director, JWT India.
 

Designation

Name

National Creative Director

Tista Sen

Sr. Creative director

Priya Pardiwalla (ECD), 
Steve Mathias

Creative Team

Priya Pardiwalla, Steve Mathias, Ninad Nashikkar,  Manash Parui, Hemangi Chawda, Ashok Salunke, Ripin Tandon,  Manohar Mahajan

Agency Producer

Anupama Ahluwalia (National Head), Shradha Singh (Sr. AV Director)

Account Management

Anitha Krishnan (EBD), 
Samarth Shrivastava 
(VP & CSD), 
Sameer Joshi (AVP), 
Varun Uchil (Account Director)

Planner

Bindu Sethi (Chief Strategy Officer)

Shaziya Khan (EPD)

Production House

Chrome Pictures

Director

Amit Sharma

Producer

Prafull Sharma

 

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