MUMBAI, INDIA — Godrej & Boyce, the flagship company of the Godrej Group, announced that its business Godrej Interio, India’s leading furniture solutions brand, in home and institutional segments, unveiled a DVC as part of its new Kitchen campaign. The digital video commercial (DVC), conceptualized by creative agency Contract Advertising, highlighted how Godrej Interio’s Modular Kitchens are made for the Great Indian Family.
Aesthetically shot, the film shows how design innovations from Godrej Interio are driven by a deep understanding of the Indian consumers, their homes, lives, and aspirations. Godrej Interio Kitchens are beautifully designed and built keeping in mind the unique demands faced by kitchens in Indian homes.
Commenting on the campaign, Sumeet Bhojani, Head of Marketing Communications, Godrej Interio said, “Kitchens play a significant role in our homes. It is a place where food goes beyond being just nourishment and becomes a vehicle of love and family bonding. We Indians are very passionate about our food and how it is prepared. And this naturally places very unique demands on the Indian kitchen. Godrej Interio Kitchens are well equipped to meet these demands with our deep understanding of the Indian consumer and a relentless focus on quality, thoughtful design, and innovation. This film takes us through a day in the life of a typical Indian family and highlights the myriad roles played by the kitchen in making the cooking experience easy and enjoyable. The modular kitchens category continues to be a key focus area for us. It is a fast-growing category, and our goal is to spread our network to over 200+ channel partners in FY22-23 year and grow the revenue in this business by at least 25-30%.”
Ayan Chakraborty, EVP & GM, Contract Mumbai said, “Indian cuisine is diverse. And therefore, when it comes to cooking, the needs are also quite different across India. Our strategy was based on this insight. And Godrej Interio Kitchens with its multiple customization options delivers to the needs of the diverse Indian families across India.”
Rahul Ghosh, SVP & ECD, Contract Mumbai said, “Kitchens in India are a place of passion. And this campaign is about how Godrej Interio is designed to fuel that passion.”
The 45-second ad opened with a beautiful shot of a modern Indian kitchen and progresses with highlighting the role that the kitchen plays throughout the day in the lives if a typical Indian family.
The film highlighted the uniqueness of a Godrej Interio Kitchen as it takes its viewers on a journey of cooking from pounding of masalas on the kitchen counter to the splashing of oil while cooking typical Indian cuisine. These adverse conditions are expertly handled by galvanized steel cabinets and boiling waterproof marine ply shutters.
The film also showcased exciting innovations such as the ”Active Sink with Auto Hot soak” feature that helps pre-soak the dishes, thus make cleaning them easier, and the “Neo Smart chimney with cool draft” that, along with efficiently sucking up smoke, also generates a cool air draft. Thus providing a pleasant cooking experience even while roasting or frying. The DVC ends with showing an example of optimized storage accessories that make the best use of the space available for storage, dovetailing to the closing message that “Godrej Interio Kitchens” are made “For the Great Indian family.”
The film will be broadcasted on YouTube, and multiple OTT platforms ahead of the festive season.
Client: Godrej Interio
Client Team: Sumeet Bhojani, Reshu Saraf, Jayant Saraf
Creative agency: Contract Advertising
Agency Team: Ayan Chakraborty, Rohit Srivastava, Sagar Mahabaleshwarkar, Rahul Ghosh, Sagar Chabbria, Sabina Singh, Ashupreet Khullar, Daxsh Kaicker
Production house: Small Fry Productions
Director: Alok Kulkarni