Godrej & Boyce, the flagship company of the Godrej Group, has launched a new digital campaign to promote their ‘Summer Carnival’ through their furniture brand Godrej Interio. The campaign was created and executed by SoCheers, an independent creative digital advertising agency, and features a 20-second film that tells a relatable and engaging story to promote the sale.
The film aims to promote the upcoming Godrej Interio Summer Carnival, which offers a wide range of furniture for both home and institutional use, all at discounted prices. The ad masterfully blends relatable storytelling with humour to convey the message that any excuse to buy new furniture is justified, especially when it’s from the Summer Carnival.
The ad opens with a couple returning home to find their children making a mess of things. The situation seems out of control, leaving the mother in a state of panic. However, the film takes an unexpected turn, revealing that the father had asked the children to destroy the furniture intentionally so that he could replace it with new ones from Godrej Interio’s Summer Carnival Sale. This clever twist in the plot keeps the audience engaged and delivers the brand’s message in an entertaining way.
The digital campaign aims to showcase the extensive range of furniture available at the Summer Carnival Sale and highlight the attractive discounts offered. The relatable and engaging narrative is designed to resonate with audiences and encourage them to check out the sale and make the most of the deals on offer.
The campaign film which went live on 9th May, leverages multiple digital & social media platforms like Facebook, Instagram, and YouTube. As the ‘carnival’ begins across the nation, the ad has been further dubbed into Tamil and Telugu, Bengali, Kannada, and Malayalam to cater to regional audiences. The ad will be showcased primarily in Hindi.
Speaking about the campaign, Dr. Dev Sarkar, senior vice president (B2C), Godrej Interio, said, “With this campaign, our goal was to highlight the extensive range of products available at Godrej Interio’s Summer Carnival, from sofas to beds to many more, all at discounted prices. The 20-second film seamlessly conveys this message while keeping the audience engaged throughout. Through this campaign, our primary objective is to expand our audience base and boost product sales. And, SoCheers’ expertise has successfully helped us in portraying our brand’s identity while keeping the entertainment element intact.”
Jitendra Hirawat, director of SoCheers Films, said, “Our goal was to create an engaging and unique ad that showcases the furniture collection at the Godrej Interio summer carnival sale. We strategically used humour and storytelling in the 20-second film to capture the audience’s attention and convey the brand’s message effectively. The clever and relatable scenario gives viewers a sneak peek of the products at discounted prices, further enhancing the objective of the campaign.”