We co-created Godrej Khelo Jeeto Jiyo [Play Win & Be Alive] with India’s leading channel network and foremost production house. Main creative challenge was to balance entertainment with brand showcase objectives dynamically. We crafted a reality game show set in a 'Godrej' lifestyle home where participants could win diverse Godrej products across different rooms. They could go on to win a fully furnished Godrej house in response to fun, simple questions & activities which were creatively influenced by Godrej positioning of Brighter Living & Illuminating Life tonality. The entire ambience was enjoyable & created using Godrej brand identity & products.

Even gratifications were derived from Godrej brands’ need states. Eg. Adventure holidays from adrenalin based personal care brand - Godrej Cinthol. The anchor was a young film celebrity. The show impact was amplified using set recreation on-ground & mobile-based Godrej purchase led to show entry.

The show established Godrej lifestyle to be higher than sum of individual products amongst 240m viewers through an unprecedented run of 50 episodes each on three general entertainment channels on primetime. Independent research showed awareness and purchase disposition towards product range going up from 53% to 58%.

Consumers’ resonance with Godrej values like modernity, range & vibrancy improved from 58% to 67%.

Sales growth for Godrej Interio furniture and Eon appliances accelerated from 6% and 4% to 24% and 37%.

The purchase linked show activation impacted business value of $20m immediately.