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Banaye Life Haseen ó the new hit from Godrej
The cash registers are ringing again. This time to the tune of the new communication initiative from Godrej ó Banaye Life Haseen, starring Preity Zinta in the ever-popular role of Cinderella, who gets her prince thanks to the 4-way wash action of the Godrej DreamWash. A magical story with a fairy tale ending ó the likes you never get to see for washing machine advertising. Targeting the contemporary modern Indian, the script positions Godrej DreamWash as the choice of people who love clothes and for whom looking good is important. In the press too, the same magic has been recreated with Godrej DreamWash promising to give consumers the cleanest wash because of 4 Ka Zor, the verbal currency created for the 4-way wash action.
The aim of the Banaye Life Haseen campaign was to place Godrej as a strong contender in the Appliances business. And for this to happen it was important for people to see Godrej as a company that offers much more than just Refrigerators. Needless to say, Re-launching Godrej Washing Machines was the first logical step in that direction. But it wasnít enough just to make its presence felt. Godrej DreamWash had to be seen as equal to if not better than the international heavyweight brands in the market today.
Just like the Pentacool advertising, this highly original campaign has been backed by an aggressive media budget with over 2,000 television spots being aired on leading channels from August to October. Plus sponsorship of popular programmes such as Des Mein Nikla Hoga Chand, Kehta Hai Dil, Kisme Kitna Hai Dam, Kumkum, etc. And not just on national satellite channels, but on regional channels as well. Fifty sponsorships in all, supported by high frequency press and innovative print advertising in leading newspapers and magazines. Itís a high impact offensive that has the international heavyweights running for cover.
For those who canít get enough of Banaye Life Haseen, above are a few clips from the commercial. Enjoy.
Since 1995 Godrej Appliances has been organising annual meetings of all trainers, which is held either at Head Office, Mumbai or in one of the Branch cities. Usually we devote three to five days to a wide range of meetings with operational teams (Manufacturing, Research & Development, Quality, Purchase/Materials), spare-parts manufacturers (M/s. Annapurna Electronics) and exhibits, including a live demonstration of the various working models developed through the creativity of trainers. The material required for these models is usually drawn from field rejects and select new components. Detailed information on various products/methods is shared during these meetings.
Trainerís Day is a time for honouring trainers and recognising the lasting contributions they make to our organisation / customers. Trainerís Day is always the 5th of September, the birthday of Dr. Sarvapalli Radhakrishnan, the philosopher, teacher and former President of India. Incidentally, this day is also celebrated as Teacherís Day in our country. Celebration on this day also means a time to strengthen support and respect for trainers and the teaching profession as a whole. It is a time to celebrate all the good things that are happening in our Head Office and Branch Service. We celebrate this day in Service because we believe "trainers are important in retaining and spreading knowledge, skills and attitude towards work, organisation and customers".
This year we held such a meeting from 3rd to 5th September at Head Office, Service, Mumbai the excerpts of which are given below.
Other proceedings such as keynote address, reports by regions, product updates on Washers and Refrigerators, importance of vacuum, maintenance of service equipment, presentations by trainers, visit to Call Centre and valedictory session were part of the Trainerís Meet.