With the onset of summer, the Appliances Business Godrej & Boyce, part of Godrej Enterprises Group has launched television campaigns to spotlight key features of its latest Smart Air conditioners. Both TVCs showcase how Godrej Smart ACs intuitively adapt to users’ needs, offering efficient cooling performance, durability, and convenience to elevate everyday living.
One film captures the dynamics of a modern couple, and amidst their banter, showcases the AC’s filter cleaning notification that pops up on the mobile phone, reminding them to clean their AC filters for uninterrupted cooling. This film addresses the general user behaviour of neglecting AC filter maintenance leading to breakdowns, but Godrej Smart AC sends its users automated filter cleaning reminders to ensure uninterrupted cooling performance. Another film brings to life the bond between a mother and a daughter and showcases the smart scheduler feature in Godrej Smart AC.
Based on consumer habits of switching on/off their ACs at specific times during sleep, work, or nap, the film highlights how the Smart AC follows the users’ pre-set instructions to switch on/off and adjust the temperature on its own, without the need to look for remote or phone every time. Both films conclude with the message ‘Unlock Smart Cooling with Godrej Smart ACs’ and remind the viewers of the brand’s truly honest offer of a 5-year comprehensive warranty with no hidden costs.
MediaNews4U.com caught up with Swati Rathi, Head of Marketing at Appliances Business of Godrej Enterprises Group
Q. The company is aiming to be among the top three players in the home appliances industry in the next three years. What is the game-plan to get there and the big challenge?
We have grown in shares across almost all our key categories outpacing the industry growth manifold. Backed by investments in manufacturing and R&D, we have a robust portfolio with multiple new introductions in the pipeline.
We are focussed on insight-based innovations that are design led, consumer focussed and tech-enabled. Coupled with strong partnerships on the channel front – both online and offline, we are confident of meeting our goals.
Q. In a competitive market what is the company’s USP?
The Appliances Business of Godrej Enterprises Group, has been a cornerstone of the Indian home appliances market since decades, known for its unwavering commitment to excellence and innovation. Over the years, the brand has consistently delivered products that reflect both its legacy of trust and its forward-looking approach to innovation.
Reinvigorated by the new brand identity which reemphasises the goal of unlocking value for consumers, the brand is building on its pillars of design led, tech enabled innovation. Our successes have come on the back of differentiated design and aesthetics, core performance differentiation which addresses real consumer concerns and sustainability delivered through higher energy efficiency and eco friendliness, all of it backed by a superior after sales service experience.
Q. Currently the market situation is difficult. Inflation is high, salary hikes are low, the sentiment is down. How is this going to impact segments like ACs over the Summer? Do most AC sales (over 50 percent) usually happen over the Summer?
Given the worsening summers and unprecedented heatwaves, air conditioners are increasingly becoming a necessity purchase. Easy EMIs help consumer overcome the barriers and aid in category adoption.
Its true that the largest chunk of AC sales happens during summer season. However increasingly, we are witnessing growth in sales beyond summers as well.
To further AC adoption and aid consumers, we are also offering a one of its kind five-year comprehensive warranty with no hidden costs – with waived off service visit charges, gas refill charges and even remote replacement costs for five years. Alongside this, we also offer attractive cashback schemes and flexible financing options, including no-cost EMIs and zero down payments.
Q According to data analytics what trends can one expect to see in 2025 when it comes to consumer appliances across categories? Where is the whitespace for growth?
There is enough growth avenue across appliance categories given that penetration levels continue to be much lower in India. To cite an example, Air Conditioners is at sub-10% penetration levels. In terms of trends, we are witnessing a greater demand for more premium offerings and higher capacity offerings across most categories. Smart appliances are a small segment but is witnessing growth as well. We also expect energy efficient products to witness more growth.
Q. Could you talk about the marketing goals and focus areas for Godrej’s Appliances business in 2025? What will the media mix look like in 2025?
We will focus on brand building and impact creation through new launches, to support the growth ambition for the business. Digital marketing, a year round phenomenon, continues to get a higher share of spends with eCommerce being a key touch point in the appliances business.
Connected TV spends are yet another area with increasing spends. On ground presence is also critical with a significant share of spends, apart from other media like linear TV or to a smaller extent hoardings, print and radio.
Given consumer’s increased video consumption and the nature of appliances – video promotions remains a key component in the media mix.
Q. Last year Godrej had done a billboard innovation to push its washing machine. What marketing campaigns and innovations will be rolled out in the coming months?
We are currently live with our Godrej Smart AC Campaign which builds on our smart value-added offerings like Automated filter clean reminder and Smart scheduler that go on to deliver uninterrupted cooling and higher order convenience. We are also focussing on premium segments across categories.
Q. About 35% of the company’s digital video spending goes to Connected TV. How does this medium help target NCCS A? Is this medium being used over the Summer through big properties like the IPL? Has some of Godrej’s budget shifted to CTV from linear TV?
Connected TV spend has grown significantly this year equating linear TV spends – this is driven by the campaign offerings and target audience.
CTV helps us precisely target premium consumers with the right kind of content, while linear TV delivers high reach in an efficient manner. Yes, the brand is present on IPL capitalising on the high impact the property delivers
Q. A couple of years back Godrej Appliances took the AI-enabled mobile gamification route. Will gamification play an important role in marketing activities done in 2025 so that consumers feel motivated?
Currently, we are using VR-led activations to demonstrate the AI capabilities of our appliances at stores. The route deployed at any time depends on whether it enables a better narration of the core offerings and proposition.
Q. What are Godrej’s views on measurement tools available for various mediums? Is there room for improvement?
Measurement in marketing has always been a tricky subject. We are using most of the currently available tools and metrices and with digital spends becoming big, measurement has improved vastly. However, appliances business lends a unique angle to the subject.
Close to 85% of appliance purchases happen in the offline world , the moment of truth lies in a multi brand context, there is a longer gestation period between trigger and purchase and the journey is fragmented and spread over many different online and offline touch points – not all of it being controlled or visible to brands – all of this makes measurement and attribution in the category even more difficult.
Q. What role are AI and tech playing in shaping the future of Godrej’s Home Appliances division?
Tech-enabled solutions are central to our innovation strategy, enhancing both product intelligence and consumer experience. We have introduced a wide range of AI powered home appliances across categories. It is important to note that the use of technology goes much beyond product offerings and is transforming processes across the business, aimed at delivering better consumer experience and greater efficiencies.
Q. Last year Godrej Appliances had joined ONDC Network. How effective will it be in helping the brand grow its e-commerce business? What is the expected sales split between offline and online for Godrej Appliances business in 2025?
At Godrej we want to ensure easy discoverability and wider access to the brand through every possible touch point – offline and online.
While ONDC may not account for much sale in the appliances industry today, but we want to ensure that we are present on the platform as it is synergistic to the brand’s philosophy of always being easily accessible for all of India.
