Godrej turns to reality TV marketing

Branded reality shows seem to have caught the fancy of the people at the Godrej Group as the business conglomerate recently came out with regional editions of their concept show Khelo Jeeto Jiyo for the south Indian audiences.

Thanks to the show that premiered last year nationally, the company estimates Rs 4 crore of product sales through IVR (Interactive Voice Response) and SMS which at approximately 3 percent conversion rate, seems to have had an effect of around Rs 120 crore sales directly.

The company reports that the initiative resulted in 36 percent awareness of ?Godrej Khelo Jeeto Jiyo? amongst people within just 18 days of launch which eventually led to an increase in perceptions about the brand amongst viewers versus non-viewers.

To replicate the success, the second season of GKJJ was launched in South India in Tamil Nadu, Andhra Pradesh and Karnataka regions. In Tamil Nadu and Andhra Pradesh the show went on air on October 3 and in Karnataka it went on air on October 2.

The company also turned to special marketing during the Indian Premier League seasons which resulted in an estimated 71 percent of the respondents noticing a positive change in Godrej brand.

Godrej has begun focusing the online platform with the recent launch of its portal GoJiyo.com — an interactive 3D world which marks the coming together of virtual reality, online gaming and social networking.

According to company officials, the new marketing and branding strategy not only revitalized its ?identity for greater synergies across its businesses and brand portfolios? but also geared the group?s revenue growth target of 25-30 percent annually.