The Godrej group, one amongst the oldest business houses in India, is undergoing a smart reinvention to draw younger customers to its fold. In an effort to keep pace with the changing times, the group has just launched a new initiative in the social networking space.
GoJiyo.com is their exciting new online portal. It’s an expansive and exhilarating 3D world that allows users to interact with each other via personalized avatars – the unique personifications of themselves. The portal will let them undertake activities, such as skydiving and bungee jumping, as well as go treasure hunts within the enticing setting of six swanky worlds. According to a company statement, these six worlds are Turqua, SnowFlash, MauryaPrasth, Re-Janm, Solaria, and Noom.
The portal will deftly integrate popular Godrej brands ac
ross the furniture, consumer durables and FMCG space. The idea is part of their youth-centric marketing and brand strategy aimed at re-emphasizing of the unique Godrej brand.
GoJiyo.com marks the coming together of virtual reality, social networking and online gaming. It creates for users an integrated experience, a release stated. The executive director & president, marketing of Godrej Group, Tanya Dubash, has been quoted as saying, “This venture is a significant step toward consolidating our positioning as a younger, vibrant and brighter brand.”
She added: “This as an integrated platform for (offering) a brighter brand experience is well geared towards building the brand’s perception and relevance to a new India and building the Godrej franchise even amongst the 480 million consumers who use one Godrej product or the other, but who may not be online yet.”
The company, prior to the GoJiyo launch, only had online presence for the group as a whole, Godrej Interio and its division of consumer products (GCPL). In future, the platform might well project some non-competitive brands.
