Godrej has allocated Rs 1,500 cr over 3 years for branding & marketing: Sumeet Bhojani

Adgully’s AG Talk brings unfiltered insights and thoughts of CEOs, MDs, and CMOs, who have been leading the marketing landscape, and in fact, also laying the ground rules to keep up with the transformative times.

Recently, the Godrej Enterprises Group (GEG) unveiled a refreshed brand identity aimed at unlocking new worlds for customers and other stakeholders. The new visual identity honours GEG’s rich legacy, while embodying its commitment to actively participate in the building of a Viksit Bharat by 2047 through design led innovation, enhancing consumer experience and shaping preferences for sustainable choices.

The brand refresh is aimed at creating a cohesive and inherently ownable identity for the businesses in the Godrej Enterprises Group fold. The refreshed brand identity introduces a striking purple colour while retaining the cursive logo, reminiscent of founder Pirojsha Godrej’s signature, which speaks to the brand’s commitment to quality and trust. The colour purple brings in a strong sense of dynamism and confidence and symbolises GEG’s ambition to lead with sustainable, design led innovation and engineering excellence. The shift from three colours to a single colour allows for greater consistency and synergy across its businesses.

Also read:

Godrej Enterprises Group launches refreshed brand identity

In an exclusive AG talk interaction with Adgully, Sumeet Bhojani, Head - Brand & Strategic Insights, Godrej Enterprises Group, delves into the company’s transformative rebranding exercise. Focused on rejuvenating its identity while staying rooted in its legacy, the initiative is a blend of innovation, modernity, and sustainability. With a new logo, refreshed communication strategies, and enhanced customer experiences, the rebranding reflects Godrej’s commitment to evolving with the times.

Bhojani shares his insights into the motivation behind the brand’s evolution, which balances its storied history of trust and quality with a vision for future growth. The conversation also explored the creative philosophy behind the brand’s latest campaign, Unlock New Worlds, the design choices for the new logo, and the comprehensive plan to ensure a seamless transition to this refreshed identity. This rebranding exercise serves as a testament to Godrej’s enduring commitment to relevance and innovation in an ever-changing market landscape.

What was the purpose behind the rebranding exercise?

There were two key objectives. First, it was about staying relevant in today’s market. The last refresh happened in 2008, and it was time to modernize and reposition the brand to align with current consumer expectations. Second, the family settlement agreement provided an opportunity to create a distinct, recognizable identity for the group while reflecting our diverse businesses.

Could you share the inspiration behind the new logo design?

We retained the iconic cursive logo as it symbolizes trust and quality – values we’re known for. However, we introduced purple as the new brand colour. Purple balances the stature of blue and the energy of red, representing modernity, creativity, and confidence. Moving from a three-colour identity to a single-color approach gives a more consistent and contemporary look. The logo redesign was done in collaboration with The Clearing, a UK-based agency.

Please tell us about the Unlock New Worlds campaign and its creative concept.

The campaign reflects our pioneering spirit and values like curiosity, teamwork, and resourcefulness. It features a lock-shaped piñata, symbolizing our first springless lock patent. Children collaborate to break it, revealing toys that represent our business verticals. This creative, metaphorical approach was developed by Lowe Lintas.

How does the rebranding enhance customer experiences?

Beyond visual changes, we aim to unify customer experiences across all touchpoints. This includes leveraging technology, such as AI-enabled products and omnichannel capabilities, to ensure seamless interactions. Our goal is to offer a consistent and enhanced experience, whether customers engage with us online, in stores, or through services.

Sustainability has been a key focus for Godrej. How does it tie into the rebranding?

Sustainability remains a core value. We’re committed to offering products that perform exceptionally while being environmentally conscious. This is reflected in our manufacturing processes, product designs, and consumer education initiatives like the Conscious Collective event. Sustainability will also feature prominently in our communication and branding efforts across relevant touchpoints.

What is the budget for this rebranding exercise, and what is the media strategy?

We’ve allocated around Rs 1,500 crore over the next three years for branding and marketing. While our media mix remains balanced, we plan to over-index on digital platforms like CTV, OTT, and search campaigns. Traditional media, including TV and print, will also play a significant role where appropriate.

Also Read: Godrej Enterprises Group launches refreshed brand identity