As summer approaches, Godrej and Boyce, part of the Godrej Enterprises Group, has unveiled new television campaigns for its latest line of smart air conditioners. The ads, designed to highlight innovative features such as automated filter cleaning notifications and smart scheduling, aim to resonate with consumers by showcasing relatable scenarios in everyday life.
Both TV commercials (TVCs) emphasize how Godrej Smart ACs intuitively adapt to user needs, ensuring efficient cooling performance, durability, and convenience. One of the films captures the dynamic interactions of a modern couple. Amidst their engaging banter, the ad showcases the AC’s filter cleaning notification that appears on a mobile phone, reminding them to maintain their AC filters for uninterrupted cooling. This clever approach addresses a common issue: many users neglect AC filter maintenance, which can lead to breakdowns. Fortunately, the Godrej Smart AC sends automated reminders to its users, ensuring that cooling performance remains consistent.
The second film in the campaign brings to life the bond between a mother and daughter, illustrating the smart scheduler feature of the Godrej Smart AC. This feature is particularly beneficial for consumers who have specific habits of switching their ACs on and off at certain times during sleep, work, or naps. The ad highlights how the Smart AC follows users’ pre-set instructions to automatically switch on or off and adjust the temperature without the need for a remote or phone each time. This level of automation adds a layer of convenience that many consumers will appreciate.
Both films conclude with the powerful message, “Unlock Smart Cooling with Godrej Smart ACs,” reinforcing the brand’s commitment to providing value through innovative technology. They also remind viewers of the brand’s offer of a comprehensive 5-year warranty with no hidden costs, which underscores Godrej’s confidence in its product quality.
Swati Rathi, Head of Marketing at Godrej's Appliances Business, stated, “Our brand journey has always been driven by innovation that’s based on a deep understanding of evolving consumer needs. Today’s consumers seek convenience and comfort in every aspect of their busy lives, and with our latest TV commercial this summer, we have focused on communicating smart connected offerings. With features like automated filter cleaning notifications and smart scheduling, we are transforming the way people experience uninterrupted cooling and comfort, unlocking value for them in their daily lives.”
The campaign, conceptualized by Lowe Lintas, features 15 and 20-second versions that are currently airing on linear and connected TV platforms, including during IPL matches. This strategic placement aims to maximize visibility and engagement during a time when many consumers are considering their cooling options for the summer months.
The launch of these TV commercials is part of a broader visibility initiative by Godrej Enterprises Group, which seeks to bring alive the brand promise of “Moving your world forward.” By aligning their marketing efforts with consumer needs and preferences, Godrej is positioning itself as a leader in the smart home appliance market.
In summary, Godrej's new TV campaigns not only highlight the advanced features of their smart air conditioners but also reflect a deep understanding of modern consumer lifestyles. By addressing common pain points and showcasing innovative solutions, the brand is set to make a significant impact this summer.
