Edition II CONTENT 01 Godrej L’Affaire Season 4

02 Protekt Movement by Godrej Protekt

03 Travel Hygiene Program with by Godrej Protekt

04 Make Space for Life by Godrej Interio

05 Iss Raavan Ko Mat Jalaao by Godrej Appliances THE EDITORIAL TEAM 06 Sahi Shuruaat Michelle by Godrej Veg Oils Francis Godrej Group

07 Agent of Safety by Godrej Locks

08 Colour at Home by Godrej Expert Deepak 09 Wake Up to Freshness Kapoor by Cinthol Lime Godrej Group

10 When Roaches Don’t Dare by Godrej Lal HIT

DESIGNED BY Nitin Shimpi Godrej Group

Conceptualized and created by the Godrej Corporate Brand and Communications Team in association with SCoRe.

SCoRe School of COmmunications & REputation Building Brand Trust The Godrej Way Edition I To Download Foreword Foreword

SCAN ME In situations like these, emotions run high and If you look back at 2020, you will find often brands get caught up in the currents an environment overwhelmed with and counter currents. It becomes a game uncertainty. But if there is one certainty, of perspective and belief. Often, something it is this – this year has compelled to us which is deemed purpose-driven could also reimagine the way we do things. The be construed as opportunistic behaviour only takeaway guaranteed from this by consumers. The truth of the matter is: if turbulent year is learning. And therefore, empathy, authenticity and purpose are at its fortuitous that Godrej Group, for the the core of your communication, you will not second year in a row, have compiled the go wrong. blueprints of successful campaigns that reputation managers can learn from. Owing to the exposure to fake news and media clutter, there is a cognitive ad-blocker These 10 campaigns are rich with insights that switches on every time a consumer on how to navigate complex stakeholder today sees content that looks like an ecosystems. Not just because Godrej advertisement. Therefore, stories you share have perpetually been one of India’s most with the audience must be data driven and Sujit Patil Hemant Gaule successful brand families. This year has more inclusive. At Godrej, we launched a proven that brands’ resourcefulness and Vice President & Head – Corporate vertical for research-driven narratives. It Dean Brand & Communications legacy only add up to so much. What fuelled a long-term funnel of insight-rich School of COmmunications & matters is their intent, the will of their Godrej Industries Limited and content which is also closely associated with REputation (SCoRe) custodians to act on it, and inventiveness of Associate Companies the brand’s key objectives. @HemantGaule their reputation engineers do it differently. @SujitPatil “Being heard” is one of the most precious What also stands out is the ability of aspects that audiences seek today from the Group to nudge their consumers to brands. Our three owned media channels look at their intent from wider frames of Godrej L’Affaire, Vikhroli Cucina and Design reference. Cinthol is not just a soap, it Dekko have been quite successful in co- Hope you all are doing great and taking embodies the feeling of freshness. Godrej creating content with influencers, key good care of yourselves. Hit does not just kill insects; it protects opinion leaders and customers on a myriad your families from diseases. A strong case themes. It is my belief that the audience A lot has changed due to the pandemic. in point is Godrej Protekt Campaign. At should be made the protagonist and not Businesses had to rethink strategies and its core was EPIC - Empathy; to recognise limit engagement to transactional purposes. people had to modify their behaviours. Of the unaddressed need (for cheap and Audience must feel engaged to be part of course, every crisis is indeed an opportunity easy to use sanitisation solutions), the the story. to reinvent, reimagine, go back to the Practicality to develop them (cutting drawing board and emerge stronger. Corporate scrutiny has increased and down R&D time from months to weeks), Godrej’s history has seen it advance during vulnerability of being caught in the crossfire Innovation in outreach (collaborating with crises; It was established over 123 years of media, political parties and trolls is high. the Indian Railways), and Courage to put ago, as a part of our freedom and Swadeshi This is a great opportunity for the PR vast resources behind making it work. movement and the Bubonic plague that industry to make a mark and gain more voice Approaches like these do not emerge same year. Our first soap launched during as corporate reputation becomes even more naturally from PR strategies as we know the Spanish flu pandemic in 1918. So we’d like vulnerable! Communication professionals them, they must be reimagined. Public to believe it is our second great beginning more than ever before, need to bring out Relations must be reimagined, now more for this century. their thought leadership and acumen in this space. than ever. The biggest challenge in the current times It has been rewarding for SCoRe to be has been uncertainty. The best of industry I am delighted to present you the second experts could not crystal gaze how the edition of our Case study compilation that associated with this effort in a small way, market will shape up tomorrow. However, has stories based on the above learnings. I and we’re grateful to the Corporate Brand what’s in our hands is our will and attitude do hope you enjoy them and look forward and Communications team at Godrej to get better, spot the trends and make to hearing from you, share things that we Group for once again investing in this ourselves relevant. probably do well and learn from you on what cause of learning. we could do better.

Greetings and best wishes for a super year 2021!

Cheers and take care! Godrej L’Aaire Season 4 View Campaign Video Here CASE # 01

Godrej L’Aaire SCAN ME Season 4 Overview Fourth season of our brand agnostic lifestyle platform, Godrej L’Affaire strengthened our association with the lifestyle category by partnering Solution with established lifestyle brands, media and influencers from across Driving the digital community – Digital-first approach with Godrej group brands. In all the event had a particular lifestyle genres. With the theme of and partnering with 150 influencers which included participation of 60 brands making it a truly brand ‘Sustainability’, Season 4 offered a celebrities, OTT stars, leading lifestyle Instagram influ- agnostic property. encers, all covering and promoting season 4 of Godrej day filled with workshops and GodrejLAffaire Season 4 event amplification through the L'Affaire. Also creating unique content for social media performances, resulting in the target #Godrejlaffaire hashtag garnered over 140 Million impres- handles to amplify various key aspects like workshops, audience coming under one roof sions and reached over 60 million users across the world. and this built a positive lifestyle celebrity participation, brands and so on. Community engaged: 150 celebrities and influencers perception for Godrej. L’Affaire is Radio Partnership - 94.3 Radio One and Fever FM , ran a participated in the event campaign and content creation. also one of the first Masterbrand 40-day long campaign for Godrej L'Affaire Season 4 with brand building initiatives in the over 300 radio spots, 3 primetime interviews with key We were the 2nd strongest trend on Twitter on event day. country that is a revenue generating celebrities like Shweta Bachchan Nanda, Monisha Jaising, We achieved follower base growth to reach 26.3K on platform. Chef Varun Inamdar and Sushant Digvikar. Godrej L’Affaire’s Instagram handle and crossed 34K followers on the official Facebook page. L’Affaire became PR Campaign - Godrej L'Affaire’s PR campaign garnered the talk of the town in dedicated lifestyle Facebook and over 540 news features in leading news publications and WhatsApp networking groups. digital media, resulting in a phenomenal reach of 3.9 MN Objectives on digital from posts and 20.68 MN impressions from Content –More than 540 media stories which were gener- ated in duration of 45 days Experiential Engagement:- Mobilise hybrid PR and various editorial partnerships with a influencers on a single platform to strong digital footprint. • More than 50 brand videos created for various digital celebrate lifestyle offline as well as Many leading lifestyle brands like Tonino Lamborghini, campaigns. Over 10,000 posts and Instagram stories online. Offer them an immersive MxS World, Tata Nexon, Guess Watches and Esprit, were generated experience of various Godrej brands Grover Zampa, Jack Daniels, 7 Rivers participated along • Over 500 image submissions on Instagram and external non-competing brands within the lifestyle space. Outcome Content Creation:- Once the influencers touch and feel the brands, capture their experience to 135+ 60 churn out content which will be more authentic & meaningful. Celebrities & Brands Influencers 143+ 1300+ Community Building:- Develop a Million Guests long-term relationship with these impressions BRANDS influencers across categories, 540+ @Godrejlaffaire making them a L'Affaire loyalist and 63+ true advocates for Godrej Group Million Media brands. reach Stories

15K+ 55 Social Media Brand Stories & Posts Videos

Trended No.2 NATIONALLY Protekt India Movement View Campaign Video Here CASE # 02

Protekt India SCAN ME Movement #ProtektIndiaMovement Solution ENVIRONMENT CREATION: CAUSE CHAMPIONS: • Started campaign by unveiling 'Coronavi- • In May, partnered with Indian Railways for a rus Ka Darr, Choo Mantar' digital anthem program to promote travel hygiene in 400 local/long-distance special trains. Positively • Associated with paediatricians, for Face- book live sessions on hygiene awareness impacted 10 lac citizens 3 Lac Mr. Magic handwash for frontline • Momspresso roped in to share doctor • videos, articles and blogs workers of Mumbai & Thane municipal bodies Supported communities with 1.12 lakh bene- • Engaged 600+ WhatsApp communities of • mothers, youth, fitness experts ficiaries in 8 states with hygiene products MASS REACH: HYGIENE EXPERTISE FOR AFFORDABLE & QUALITY PRODUCTS: • Information, Education, Communication (IEC) content partnership with Zee TV, • Introduced 12 affordable products in just 45 days Republic TV & Dainik Jagran, urging people • Including INR 1 hand sanitiser sachet Objectives to maintain overall hygiene • Reduced price of hand sanitisers from INR 75 • Proper hygiene practices videos on Face- to INR 25 • Drive behavioural change towards hygiene as a way of life book, YouTube, Instagram and OTT (Zee5 • Pledged 1 million powder to liquid handwash • Reach out to individuals and educate them about the right & Hotstar) Mr. Magic for free distribution hygiene practices • 100+ digital influencers joined to spread • Partnered with Zomato, Swiggy & Zoomcar • Empower people with innovative, effective and affordable the word of hygiene, reaching 1.6mn people for uninterrupted home deliveries of prod- hygiene solutions ucts during lockdown • Awareness & availability of affordable products to achieve hygiene goal across geographies Outcome Strategy 100Mn people made aware of right hygiene Protekt India Movement covered 70 cities and • Environment creation – People need to be consciously practices via Information, Education and 25 states through various activities Communication (IEC) and Behaviour Change forthcoming to adopt hygiene. Nudge them by sharing Communication (BCC) tools Overview knowledge via mass media, communities, public platforms / spaces and health experts As March 2020 began, Indians experienced a sudden knee-jerk reaction due to COVID-19 • Mass Reach – The message of right hygiene practices should reach millions of people via Information, Educa- cases and ultimately a nation-wide lockdown. tion and Communication (IEC) activities/materials. 206Mn people reached via print and online 120Mn+ cumulative reach of hygiene Godrej Protekt o€ered hand hygiene news stories messaging through social media Involve print, TV and digital media platforms products like sanitisers, handwashes. To transform the public health landscape, • Cause Champions – Empower government bodies and local communities with Behaviour Change Communica- Protekt believed an intervention was required tion (BCC) solutions to further help to promote hygiene for a larger behavioural change. Focus should amongst people 549 earned media news features be on health & hygiene as well as the CAT A media like , Dainik Bhaskar, Dainik Jagran, The 12 Lac Godrej Protekt products offered as adoption of proper hygiene habits. Protekt • Hygiene Expertise for affordable & superior quality Hindu, Mid-Day, Navbharat Times, Gujarat Samachar, Divya Bhaskar, Behaviour Change Communication (BCC) Sambad, Odisha Bhaskar, Mathrubhumi, Pioneer, Pudhari, Punyanagari, hygiene solutions products - Leverage Protekt’s existing innovative solu- Malayalam Manorama covered the brand announcement was equally committed to empower people tions like Mr. Magic – India’s first powder to liquid hand- with more superior yet a€ordable products. wash priced at INR 15, comes at a relative price index of Thus, the brand embarked on Protekt India 0.4X to other leading hand wash products. Cut down Movement, a 360-degree campaign to new product development time from months to few Preference for Mr. Magic powder to liquid First-ever travel hygiene program driven by promote hygiene and inculcating the right weeks to offer new affordable hygiene products & handwash surged between March-June, 300% any brand with Indian Railways hygiene practices! ensure availability across India. This will empower growth in business consumers Protekt Travel Hygiene View Campaign Video Here CASE # 03

Travel Hygiene Program SCAN ME with Indian Railways Solution • The pilot was conducted with Mumbai division of Central Railways, covering a host of on-ground, digital • After 3 weeks of program implementation, a virtual and in-train activities press event was jointly conducted by Protekt & Indian Railways to formally announce the travel hygiene Overview • Safe travel awareness-raising content via wall art at key program railway stations under Central Railways In May, Indian Railways resumed operations • Press conference was chaired by Gaurav Jha, Sr. DCM, • 2 lac Protekt products utilized to support travel of long-distance trains for passengers and Mumbai Division, Central Railway and Sunil Kataria, CEO hygiene in 400 local and long-distance COVID-19 - India and SAARC, Godrej Consumer Products Limited local trains in cities like Mumbai for essential special trains (GCPL) workers. However, in the long term, getting • Protekt Hand Sanitiser sachets given to passengers on The event was virtually attended by 120+ journalists people to travel again by trains will be a big • Central Railway local trains and long-distance trains from across the country task. Health risks perceived by people will originating from Mumbai for Bengaluru, Hyderabad, Actual visual representation of the products getting need immediate acknowledgement, to Thiruvananthapuram, Patna, , Varanasi, • used on-ground by Indian Railways as a strong proof boost their confidence for a safe rail Bhubaneswar, Guwahati, Gorakhpur, Darbhanga, and Gadag point for media to write about this initiative journey. Godrej Protekt, India’s trusted • Protekt created digital content on travel hygiene hygiene brand, was already working to • Protekt’s On the Go Disinfectant Spray, with 99.9% germ protection, used in long-distance trains to practices, which was shared with 4.12 lac combined promote hand hygiene during the early disinfect passenger’s luggage along with bogie followers of Central Railways on Facebook, Twitter and stages of pandemic. Godrej Protekt reached handles, seats Instagram out to Indian Railways to champion a - Animated video on travel hygiene tips for local and • Surroundings/surfaces of ticket counters of Mumbai long-distance train travel first-of-its-kind program which will promote stations disinfected with Godrej Protekt Air and travel hygiene amongst passengers and rail Surface Disinfectant Spray - Infographics & Images - Safe rail travel tips employees. - Videos of the initiatives taking place on-ground as • Protekt Health Soap given to 5000+ railway employees part of Protekt India Movement to boost their hand hygiene

Objectives • Break the clutter by announcing first ever travel hygiene program Outcome with Indian Railways & Godrej Protekt 120+ First-ever partnership by any FMCG Journalists • Equip railways with Protekt’s new personal hygiene range to boost brand with Indian Railways during travel experience of passengers COVID-19 times to promote travel hygiene Lac 250 • Position Godrej Protekt as India’s most trusted personal and home 5 News features hygiene brand Digital Senior Railway official chaired the reach Godrej Protekt virtual event – the most important success-factor as getting government representative for any brand Strategy event/talks is extremely dif cult Godrej Protekt and Indian Railways adopted a plan basis the following strategic pillars Most credible testimony secured from Railways as they now use Godrej Protekt • Boost travel hygiene awareness amongst passengers via on-ground products (Hand sanitiser sachets, on the go disinfectant spray and air & surface activities and digital content disinfectant spray) • Delight the passengers traveling during the unlocking phase, with hygiene solutions from Godrej Protekt like free hand sanitiser sachets India’s leading media outlets like The and luggage disinfection that will build goodwill for railways Times of India, Dainik Bhaskar, Dainik Jagran, , Mid-Day, Navbharat • Ensure that passengers are safe even when they are at railways stations Times, Gujarat Samachar, Divya and in areas like ticket counters 10Lac+ 53 Bhaskar, Sambad, Odisha Bhaskar, People covered Railway stations Mathrubhumi, Pioneer, Pudhari, • Disseminate information of implementation of on-ground activities under the program Punyanagari, Malayalam Manorama regularly to positively reset passenger attitude towards traveling in covered the brand announcement trains once again Passengers belonging to 20 cities of 8 • Ensure railways staff health and hygiene is prioritized under the 400 states positively impacted program Local and long-distance special trains Make Space For Life View Campaign Video Here CASE # 04

Make Space SCAN ME Solution for Life The execution was trifurcated into phases, each focusing on Make Space for Life and family, Make Space for Passion, Make Space for Wellness. The data was used to create engaging stories and articles, digital content (audio, video, and infographics) and celebrity and influencer anecdotes. The funnel of stories created using the data insights of the research was amplified using traditional and digital PR routes as well as influencer engagement tactics. Overview

‘Make Space for Life’ brings alive slice-of-life stories, blurring the line Outcome between emotional payos and product benefits. It is a thought that is emotional, rooted, progressive, and yet timeless. It’s a classic example of how research-driven narratives can result in boosting brand perception and resonance amongst 850 stories target customers. Accounts Reached Impression Influencers partnered published on the brand, organically 326 stories were 25 Million 65 Million through the 20+ #MakeSpaceForLife campaign

Some of the influencers: o Actors: Sonu Sood, Raima Sen, Swastika Mukherjee, Rituparna Sengupta and Shakti Arora o Chefs: Maria Goretti, Amninder Sandhu, Vikas Khanna, Ranveer Brar, Varun Inamdar, Rakhee Vaswani Objectives Strategy o Interior Designers: Saniya Kantawala and Richa Bahl, We wanted to hold our ground as the brand of An emotional bond can be created with the TG if a o Radio Host: Hrishi K reckoning amidst our consumers despite entry of brand can associate itself with an honest cause. In a o Lifestyle influencers, Karishma Sakhrani, Khushnaz Ashdin Turner, Rij Eappen and brands which were armed with a war chest of cluttered media landscape, narratives backed by data Riaan George marketing funds. We wanted to remind India to Make and having a direct bearing on consumers, tend to get Space for Life, Family, Passion, and Well-being. noticed and accepted by both journalists and Thus, we conducted on ground research which consumers. Therefore, we dissected the survey data, included 11 cities and approximately 2000 and created various buckets of stories based on respondents. Therefore, the questions were aimed at • Region • Age Group testing how India feels about work life balance, o National data o Young Adults Vs Seniors pursuing passion, healthier lifestyle among others. o Regional data (zones) o Millennials vs Boomers The data was then further analyzed and results o City-wise data • Gender revealed: o Men vs Women Indians feel: • 68% not living life on their terms; • 61% don't have time for passion • 56% have terrible work-life balance • One-third unable to dedicate time to their children; 28% to partner • 64% unable to dedicate time to their family • 21% and 16% unable to dedicate time to their friends and parents, respectively Godrej Appliances View Campaign Video Here CASE # 05

SCAN ME Solution Iss Raavan Ko The campaign #IssRaavanKoMatJalaao, is behind Dusshera with the twist of a a perfect example of communicating a current evil –in the form of the life-sized relevant message woven in the threads of Raavan made of e-waste. our culture. On the eve of Dussehra, the Mat Jalaao brand highlighted the evil that e-waste is To amplify the reach, the campaign was to the environment and human health inaugurated during a press conference in through a life-sized Raavan installation the presence of the media fraternity. created out of e-waste. During the 6-day campaign, the life-sized e-waste Raavan went around the cities of The slogan ‘#IssRaavanKoMatJalaao’ is an Chandigarh, Mohali and Panchkula, appeal to the masses to responsibly educating consumers on the ill effects of dispose the e-waste, instead of handing it improper disposal of e-waste and over to rag pickers who end up burning distributed leaflets to the viewers. This was the e-waste. The brand collaborated with followed by social media campaign #IssRaavanKoMatJalaao Tejinder Singh, a local young talent from showcasing the making of e-waste Raavan Chandigarh and winner of numerous and urging everyone to properly dispose awards, to creatively narrate the story off e-waste. Overview A social message woven in the threads of the age-old tradition of burning the effigies of Raavan as a symbol of good over evil.

Objectives E-waste is becoming a major environmental problem, posing a threat to human health. India is among the top 5 e-waste producers. The ethos of Green is at the core of everything that Godrej Appliances does. As a responsible manufacturer, Godrej took the challenge to create e-waste awareness in the community.

Strategy E-waste, literally, is a burning issue in India. And the festive season, with relatively higher interest and attention on appliances and electronics, was the right time to go beyond products and talk about e-waste. The problem needs individual and Outcome community involvement. To spread awareness, • Achieved highest share of voice (SOV) in highly cluttered festive season. Godrej Appliances initiated a digital and on-ground activation campaign, weaving the • Featured in key publications like Times Of India, Dainik Bhaskar, Dainik Jagran, Amar content seamlessly around topicality. Since Ujala, Punjab Kesari and many more. environment preservation is relevant not only for • The video garnered 7.6 L views the current generation but future as well, the 2.5 Mn users reached on digital brand wanted to target both adults (as users) • and kids (as influencers and change agents). • Triggered 3000+ conversations on social media platforms Through the campaign the brand hoped to inspire • Associated with the Punjab Pollution Control Board to participate in Republic Day a positive change. Parade (January 2020) Godrej Veg Oils View Campaign Video 1 CASE # 06

Sahi Shuruaat by View Campaign Video 2 Godrej Veg Oils

#sahishuruaat SCAN ME

Overview Oil is an integral part of the cooking process and plays a role in taste, texture and overall experience. While every dish is unique in terms of ingredients, texture and flavour, the cooking process often starts with one key ingredient – Cooking Oil! In the last few months, with Solution consumers spending more time at Organised a unique record-worthy virtual winner, Chef Varun Inamdar to showcase home without domestic help, there cook-off with professional chefs and culinary Godrej Veg Oils’ product range such as has been a rise in interest to students from across the country who Sunflower Oil, Rice Bran Oil, Filtered experiment with regional cuisines. participated enthusiastically via a live video Groundnut Oil, Refined Groundnut Oil and However, cooking oil is a cluttered session. Sesame Oil through festive recipe videos. category with a significant brand recall of major players. Launched a digital cookbook - Sahi Shuruaat Curated a panel discussion with Chef Varun with 50 unique and easy vegetarian recipes Inamdar and Minal Shah, senior nutritionist, by professional chefs and culinary students. Fortis Hospital, Mulund, at Home Chef Collaborated with food influencers to Matters event to bring out the top trends in encourage users to explore these recipes, cooking oil, their benefits and bust myths around cooking oil. Objectives Partnered with the two-time national award • Create brand awareness and strengthen the visibility by - Engaging over 1000 chefs - Garnering at least 25+ earned media stories Outcome - Garnering brand visibility of over 0.5 million TG in Maharashtra & • Engage with Key Opinion leaders to highlight benefits and bust myths around cooking oil

Overall 1165 Cookbook The Sahi The campaign The panel chefs came views / Down- Shuruaat garnered an discussion with together for a load – 1184+ & activities estimated KOL at #Ho- unique record counting garnered 50 reach of 0.56 meChefMatters worthy virtual stories in key million and 0.8 garnered over cook-off regional million impres- 9300 views on publications. sions to date Facebook to date

SCAN ME Agent Of Safety View Campaign Video Here CASE # 07

Objectives SCAN ME • Showcase actual stories of COVID-19 warriors and celebrate them • Ensure Godrej Locks presence & recall during the lockdown phase when its relevance may be less Dr. Anita Mathew, Senior Infectious Disease Gajapati Police Department’s Superintendent During his lockdown duty, Bhopal’s City Specialist and Sr. Minimole Varghese, Chief of Police Sarah Sharma ensured people adhered Superintendent of Police (CSP) Lokesh • Strengthen Godrej Locks association Nursing Officer, Fortis Hospital (Mumbai) treated to lockdown norms in the city and released her Sinha stayed in his garage to protect family and cured the first COVID-19 positive patient in own song to create awareness about precautions with safety Mumbai from COVID-19

Strategy • Godrej Locks connected its ethos of safety, to build ‘Agent of Safety’ with a Digital-First approach to Bengaluru based Sanjay & Vinita Agarwal turned Renowned Chef Varun Inamdar, prepared Puja Marwaha, CEO - CRY (Child Rights and You) their boutique to make free for all masks. Made & distributed food to people impacted by the and her team worked relentlessly to protect over honour the frontline warriors and donated over 25,000 masks with their personal 3.5 lakh children and their families across 19 investment. Masks given to underprivileged people, lockdown in Mumbai states in India. Provided dry rations and hygiene • Put out their stories through crisp police personnel, NGO workers and government kits to over 59,800 underprivileged households Snackable Video Content Series officials including the Chief Minister of Karnataka and promote the videos via social • Direct outreach to corona warriors to • Hyper-local PR communication in cities media & owned platforms capture their struggle as long & short-for- where 11 individuals lived. This led to many • Identify Real Life Inspirational Sto- mat video content local consumer media celebrating them as #AgentOfSafety ries of Frontline Workers (Police • No investments made on onboarding them heroes and accredited as Godrej Locks personnel, healthcare profession- for the campaign ‘Agent of Safety’ als, NGO workers, chefs, media • Content emphasized the initiatives under • Agent of safety were celebrated by their personalities) and Celebrate their taken by the warriors, how they were keep- organizations/institutions as well. The contribution ing themselves protected and their content was shared by Fortis Hospital & its • Look at inspiring emotional stories message to citizens as an #AgentofSafety entire network; Bhopal Police Department; as well as individuals belonging to Police Department of Gajapati, Odisha; • Unveiled content pieces on its digital assets organizations / institutions that CRY (Child Rights & You); Radiocity & its as well as hargharsurakshit.com, a platform have a greater social reach so that network, among others owned by Godrej Locks to promote safety we can organically reach to larger • Emailers with video content link shared consumer base • On releasing the video content, disseminat- with over 40,000 customers and Godrej SALUTING THE COVID-19 ed press communication to media across 19 group employees Indian cities AGENTS OF SAFETY Solution • The brand identified 11 frontline Outcome warriors from various parts of India. They stood for safety of people as well as their loved ones. A unique Digital-first PR campaign One of the few brand built on content, extensively covered 20+ long & short-format campaigns featuring content pieces created Some of the interesting stories by the traditional media as well real-life frontline workers Overview included: Godrej Locks has always stood for safety in consumer mindframe. The buzzword during the lockdown was ‘Safety’. Godrej Locks wanted to break the clutter during lockdown, but it didn’t provide immediate A total of 107 news features received Associated with 5 prominent brands solution to people for their pandemic- or lockdown-related problems. in prominent consumer media like & government institutions - Fortis Frontline workers like doctors, healthcare personnel, social workers, Press Trust of India, UNI, The Week, Hospital, CRY (Child Rights and You), India Today, Yahoo, The Statesman, Bhopal (MP), Gajapati (Odisha) police police officials and even known personalities were putting in their The Pioneer, Adgully, among others departments, and Project Mumbai efforts to deal with these testing times. These heroes symbolized safety and were celebrated at large. However, their individual stories needed a bigger platform. Building on this insight, Godrej Locks announced ‘Agent of Safety’, an initiative making a humbled effort to bring forth Dr. Sachin Nayak of Bhopal not only treated real-life stories of corona warriors. COVID-19 patients but lived inside a car to Brand awareness amongst The videos garnered a total of Garnered an organic 6 L protect his family from any infections 51.9 Mn people through 2 L organic views reach and 18 L impressions media stories Godrej Expert Rich Crème View Campaign Video Here CASE # 08

Colour at Home SCAN ME by Godrej Expert

Solution • Built intrigue via social media absence of • Actress Anushka Sharma, complimented Karan for 2 weeks. Karan. Plugged media stories on their • Fuelled speculation with gossip stories that banter gave hints of his plans to look young as per • Celebs like Arjun Kapoor, Siddharth close sources. However, didn’t reveal what Malhotra, Bhumi Pednekar, Malaika Arora, he will do or when? Sonam Kapoor, etc liked and commented • On his birthday, Karan unveiled the Godrej on the video Expert new look video on Instagram • Video promoted on YouTube along with • Press communication to media on brand Facebook & Instagram. OTT like Zee5 and collaboration and customized note for Voot used as secondary medium for entertainment media stating Karan’s new incremental reach look and that he no longer need to settle for • 100 digital influencers engaged to make Objectives father roles Do-it-Yourself colouring a big phenomenon • Communicate the simplicity of • Viral Bhayani, India’s topmost paparazzi, • Sustained #ColourAtHome campaign with colouring hair at home shared video on his Instagram with his actress Neha Dhupia colouring hair • Create a viral piece of brand 1.8mn Instagram followers communication, inspire people to colour hair at home • Boost sales for Godrej Expert Rich Outcome Créme during the lockdown

Strategy 123 5.7mn News Organic • Target two consumer segments: features - People who coloured hair at salons. digital reach - The fence sitter on the verge of hair colouring but delaying because of lockdown 5.7 • Karan’s grey hair photo unveiled on 64% mn his social media, got people talking. Organic News features in digital impression We decided to disclose his new consumer media spaces Overview coloured hair look the same way, for During the pandemic-induced lockdown, the need for hair colouring was low. organic traction and to make the video viral • People depended on salons for hair colouring were most aected. • Timed the video post for May 25, • On internet, ‘How to colour at home" searches grew 2X times in April & May his birthday as the heightened attention on his social profiles • People wanted to colour their hair but were unsure. The notion that hair would make the video go viral colour comes with added hassle and the fact that people were not stepping High brand recall out added to this neglect • While making the content, we amongst media 57mn ensured he lent his personality Online é é Godrej Expert Rich Cr me is India’s largest selling cr me hair colour brand. We genuinely to the context readers tapped wanted to communicate the ease of colouring grey hair at home while also nourishing them. - ‘Toddles!! and Pout Selfie mattered more than Click on Buy Now! Bollywood personality Karan Johar posted an image of himself in grey hair. • Leveraging Karan’s statement of This look created social media buzz. We immediately spotted the trend and Conversation starter for the being all for parental roles, built Collaboration with collaborated with Karan to build a relevant and contextual #ColourAtHome category during lockdown the conversation around his Viral Bhayani campaign. sudden interest to look younger. India’s topmost paparazzi and celebrity journalist Cinthol Lime View Campaign Video Here CASE # 09

Wake Up to Freshness SCAN ME by Cinthol Lime

Solution • Launched ‘Wake up to Freshness’, a PR - • Over 65K commuters greeted with driven marketing campaign to bring the Cinthol Lime freshness wet wipes in freshness experience directly to association with the region’s top radio consumers across platforms cab companies. Hyderabad based digital Overview • Partnered with Hyderabad Municipal influencers shared their freshness Among Cinthol’s many variants, the Corporation to create Freshness Zones in experiences through videos posts on Cinthol Lime variant is the flagbearer Hyderabad. For this, selected the Instagram of zesty lemony freshness. The Indian Annapurna Canteens run by the • As the Telugu-speaking population of states of Andhra Pradesh and Telan- corporation that offered subsidised meals both states love movies, ran content gana have traditionally been the at INR 5 across 150 centers. Cinthol Lime across 274 theatres in Andhra Pradesh & largest markets for Cinthol Lime. But, and ample water gave respite to the Telangana its market share had become stag- canteen visitors from the scorching heat. • Digital creatives were used to bring out Over 40,000 plus individuals freshened nant as many national players entered the attributes of freshness, summers, and themselves with Cinthol Lime soap before the market with their lime variants, bathing. For rural consumers, used meals affecting recall and imagery of Mobile MMS videos on Reliance JIO, a Cinthol Lime. A declining trend was • Initiated the first-ever virtual reality (VR) top mobile network in the region and observed in Cinthol Lime’s perfor- enabled experience by a soap brand, in Facebook mance in Tier II-III cities and towns. 104 village of rural Andhra Pradesh and Telangana

Outcome Objectives The mandate was three-fold. First, increase market share of the soap brand. Second, remind consumers of Cinthol Lime’s promise 117K 16.4M of freshness. Lastly, boost consumer preference for Cinthol Lime Direct Consumers Onground Impressions within Andhra Pradesh (AP) & Telangana Interaction campaign 1M 1.4M Digital Reach Digital Impressions Strategy With temperature hovering over 50°C, the period during March-June are extreme summer months in these two states. This season is the period when freshness is needed the most. Cinthol decided to use the ‘oppressive summer’ in Andhra Pradesh and Telangana to our advantage, and drive home the message as how using Godrej Cinthol Lime introduces ‘freshness’. Plan a series of activities that defy the scorching heat – with the express aim to own the ‘freshness space’ and induce preference for lemony freshness.

Focus on growth through Conquering Micro Markets (CMM) 45 approach. Thus, instead of going for a mass approach for the entire 57% Brand Recall Score, News Coverage state, chose Tier-II & III cities, towns and select metros within AP & in CAT A Media Up From Nil Telangana Cinthol Soap portfolio Crossed Highest-Ever Market Share for Cinthol Lime 63 10% Market Share For The First Freshness Imagery Score, Time Ever In AP & Telangana Increase By 16 Points Lal HIT View Campaign Video Here CASE # 10

When Roaches SCAN ME Solution Don’t Dare • Celebrity chefs Ranveer Brar, Amrita conversation ended with chefs endorsing Raichand, Vicky Ratnani, Ajay Chopra, how LAL HIT keeps cockroaches away posted food pictures on Instagram and why it should be a part of Diwali cleaning #DiwaliIsComing • 50 virtual cockroach profiles created with quirky names - ‘bhukkad_cockroach’, • Roach profiles repeated the infestation ‘freeloader_cockroach’, ‘cockroach_the_- via liking/commenting on food pictures Overview boss‘, ‘hungry_cockroach’ posted by regular Instagrammers Godrej LAL HIT is a leading brand in the home • Tapped into 105 Influencer profiles (celebs • In parallel, when curious non-celebrity insecticide category. Cockroaches hide in + Cat A) plus over 6,000 mass profiles. Instagrammers visited the cockroach’s profiles, we put out a message: Apply • Appreciating the food, the virtual roaches kitchens and their infestation leads to higher LAL HIT to stop cockroaches from chances of food poisoning. Worryingly, started commenting and liking and commenting on food pictures shared by ruining your Diwali with the hashtag, cockroach infestation – especially by the small the top chefs #DiwaliIsComing. varieties – is more of an urban phenomenon in The virtual Instagram cockroach liked • Chefs expressed surprise at the ‘cockroachy’ • India and the period around Diwali – comments, leading to banter between the and commented 6,000 food pictures in a mid-October to mid-November – witnesses a chefs and the virtual cockroaches. The week marked growth in their numbers. To reach out to households and create buzz around LAL HIT thereby encouraging people to use the product as a part of their Diwali cleaning routine, we started 'Where Roaches Don't Dare' campaign.

Objectives A month before Diwali 2019 – LAL HIT wanted to engage with homemakers and raise awareness about the ill-effects of cockroach infestation Strategy Insights for Strategy: • Insight#1: Diwali is when most households conduct a thorough clean-up of their homes. Godrej LAL HIT was keen to be a part of this Diwali cleaning narrative. • Insight#2: Many urban homemakers, the primary target group of Godrej LAL HIT, spent substantial time on Instagram. More so during the festive season. The homemakers also tended to follow celebrity chefs. Godrej Lal HIT decided to tap into this behaviour, to drive home an important message - cockroaches follow food everywhere, even on the internet!

• Instagrammers love sharing food pictures and like food pictures shared on Instagram by people food pictures of fellow Instagrammers. This love for • Instagrammers got strange notifications like Cock Outcome food is also mutually shared by the menacing cock- roach_The_Boss liked your photo or Bhukkad Cock- The Instagram campaign reached 3 million users, mostly roaches in real life. However, roaches reciprocate roach commented, thereby generating curiosity females, with an engagement rate of 8%, urging them to keep this love by spreading food poisoning their Diwali preparations safe from a real cockroach • Created actual conversations of roaches with India’s • Multiple profiles of cockroaches created. Thus, top celebrity chefs-cum-social media influencers - infestation. Most significantly, the campaign broke the Diwali delivering the brand message in a different way by Ranveer Brar, Amrita Raichand, Vicky Ratnani and clutter – an annual phenomenon that overwhelmed all forms of creating a virtual roach infestation on Instagram Ajay Chopra, along with a mix of 100+ Influencer media in India – and established Godrej LAL HIT as an integral part of the urban homemaker’s Diwali cleaning endeavour. • Roaches Instagram profiles had interesting names profiles (celebs + Cat A) Clearly, when LAL HIT protects, even roaches don’t dare. to entice the users. Emulated their real-life behav- • When Instagram users visited the cockroaches’ iour, to get attracted to food profile, they came across Lal HIT’s messaging in the • Roaches should be seen as invading personal feed: Apply Lal HIT to stop cockroaches from ruining space. Thus, these profiles liked and commented on your Diwali Follow for more exciting updates

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