Edition II CONTENT 01 Godrej L’Affaire Season 4 02 Protekt India Movement by Godrej Protekt 03 Travel Hygiene Program with Indian Railways 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,