Godrej Interio, part of the Godrej group, is India’s premium furniture brand in both home and institutional segments. It is India’s largest furniture brand in-home and institutional segments with a presence in over 430 cities with 52 company-owned stores and over 800 dealers, one of the largest divisions of the Godrej Group, one of India’s largest engineering and consumer product groups. Godrej Kitchens is a division of Interio that manufactures and markets branded modular kitchens that emphasize ergonomics, aesthetics and functionality.

Tech Bay Leaf has been an integrated communications partner for both digital and print for pan India campaigns that serve over a billion readers. An online-offline Godrej Interio plan was initiated. The whole campaign was very well received despite fierce competition from international brands, aggressive marketing and ad spends. Due to the nature of Godrej Interio business content plays a critical role in their overall marketing mix by supporting this offline activity which provides the customers with continuous brand visibility.

Objective

With international modular brands for kitchen fittings and accessories vying for the Indian market, Godrej Interio, an Indian legacy brand, was facing a challenge to
keep up. Generating awareness in restricted budgets, sales and bigger market share and click-through rates using a problem solutions approach.

Strategy

Tech Bay Leaf created 4 different campaigns to cater to different parts of India to increase the relativity. Tech Bay Leaf conducted extensive lateral research, both offline and online, and interacted with Godrej stakeholders in product development, marketing and sales. We also conducted detailed customer surveys on target groups focused on incentives and choice, with surprising results. The leads were nurtured and converted by tele-calling executives trained by Team Godrej and Tech Bay Leaf.

For print – pan India newspapers were selected for implementing our formulated strategies.
Campaigns with appealing copy and aesthetic designs attracted the attention of Indian women.
For digital – UVUX enabled landing page created to ensure leads are engaged. Call to action (CTA) to fill a form and get a FREE kitchen planner, saw major traction.
Offline tele calling service trained and brought to fruition to help convert the warm leads
Amazing responses and results have been seen with conversions.