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The advertisement campaign took place at Goa International Airport – MOPA. (Photo Credit: Instagram)
Many people noted that a similar advertisement was done by IKEA when it opened its first outlet in India in 2019.
In today’s world, advertisements are very important to push sales. Brands are constantly competing with each other to push their products in the most remarkable way possible. Godrej Appliances, one of the oldest appliance companies in India, recently enthralled the audience with their interactive airport advertising. The brand was promoting the electrical appliances from their Eon Vogue series which has nature-inspired wood-finish home appliances. Godrej Appliances targeted the passengers waiting to collect their luggage for the marketing campaign.
At the baggage belt area, they fitted massive visuals of the Eon Vogue series of appliances, alongside a large display of Eon Vogue Wood-finish Refrigerators. Then they dropped a replica of an Eon Vogue Wood-finish Air Conditioner adorned with “Just Arrived” tags when bags started appearing at the conveyor belt. This unexpected product got the attention of passengers, many of whom reached out to touch the wooden surface of the AC. Now, a video of this interactive advertisement is going viral on social media.
A popular Instagram account shared it online where it got over 16,000 likes. Commenting on Godrej’s unique approach, an Instagram user commented, “Must say, they came up with the great tagline ‘Touchwood’”.
Another person joked, “I swear I would have picked it up and taken it home.” Someone observed, “Marketing is putting your brand out there in creative ways. Branding is bringing customers to you. Success is when they buy the products, again and again.”
An Instagram user wrote, “I personally feel making the AC or fridge look like your wardrobe cabinet will make the room dull and monochromic. An airport conveyor belt is part of security which should not be allowed to be used for ads during operational hours.”
Many people noted that a similar advertisement was done by IKEA when it opened its first Indian outlet in India in 2019. Making this point, an Instagram user wrote, “Ikea did this 5 years ago in India Hyderabad airport.”
An Instagram user noted that the wood panelled AC looked more like luggage than a home appliance and noted, “I thought Godrej is making suitcases and I was looking forward to knowing where to buy them.”
Commenting on this ad campaign, Swati Rathi, Head of Marketing at Godrej Appliances, said in a press release, “By placing them (Eon Vogue Wood-finish home appliances) creatively in an unexpected environment, we stood out and made a memorable impact. The genuine excitement visible in consumer reactions validated our efforts towards engaging consumers creatively.”