As the Godrej Group gets all set for the second phase of its Masterbrand campaign, Tanya Dubash shares the group's advertising and marketing strategy with Business Today's Ajita Shashidhar.
Seven years ago we started managing the brand as a strategic asset. Last year we decided to focus on showcasing our important brand pillars' progression. This year, we continue with that. We showcase a new range of eight products, all of which are very insightful and well designed. What's really cutting edge about this time's campaign is that it is seamlessly multimedia. We have a digital innovation, which is a non-web-based mobile browser experience, the first of its kind in India. We are calling it FreeG. It will be a permanent Godrej asset. When you call the miss call number, you get pushed to a browser menu on your mobile and you can choose the product you want to interact with. This interactivity and experiential nature of the brand is going to be impactful.
It is an extremely important media for the group and we are focusing on it, as you can see through FreeG, as well as through each brand having strong digital plans of its own. In the case of many brands, we have dedicated digital teams. We hire a lot of young talent who understands the digital platform very well, and we also have a lot of digital training.
It is still in single digits, but the more niche and premium the brand, the higher are the digital spends. In terms of ratio, the digital spend on Godrej Interio would be more than that of Godrej Consumer because FMCG brands still tend to focus more strongly on television.
GODREJ BRAND VALUATION
The brand valuation gave us both a number and drivers of that number, and what we need to do to improve that number. Some drivers were about making our brand more experiential, being able to showcase brands to customers that come from different categories, and mix our categories rather than keep them as individual products.
It will be a huge differentiator because currently you have stores that are offline and you have different brands that are online. So, brands like ours have the opportunity to be omni-channel and be able to differentiate on that parameter. We are working towards creating a strategy that will leverage omni-channel. We should be ready with our omni-channel offering by next year.