1. Past Campaigns

All of Godrej Aer’s past campaigns have revolved

around social media

#DontSmokeBecause – A crowd sourced song against

smoking on twitter

#Colouryourfriends – Celebrated Holi by engaging

consumers, the campaign allowed inflow of

conversations and hence created product awareness

#Firsteverfragranceapp – Celebrated April Fools day by

asking users to download an app to activate the

emission of fragrance from their phone

2. New Idea

‘AER IT OUT’ WITH AER BUDDIES

The ‘Aer It Out’ campaign aims at unleashing the Godrej Aer mascots (different frangrances) in select locations in targeted cities

Godrej Aer buddies are 4 mascots representing the 4 different fragrances of air fresheners. Four people dressed up like Aer buddies will be strategically placed at select locations across the city

For example, the Musk fragrance will target people smoking in public. The musk buddy will frequent pan shops & tapris where people usually smoke

The Aer buddy engages the people in an olfactory experience of the product thus associating it to eliminating the smell of smoke

Similarly other buddies will be located at locations depending on the fragrance of the freshener

Nature’s Delight Breezy and How

Misty Mornings Musk

The ‘Aer it Out’ campaign is both practical and feasible

in monetary terms. It does not demand a huge

investment and since the campaign is conducted in 2

phases –

Phase 1: Aer buddies being placed at strategic locations

Phase 2: Digital and social engagement through the

campaign

The entire campaign strengthens the association

between these fragrances and their use at different

locations/occasions

3. Practicality & Feasibility

4. Implementation

A van carrying the 4 mascots will travel through the

targeted cities, halting at prime locations to unleash the

Aer Buddies

Phase 2 of this campaign is largely digital and involves

making the ‘Aer It Out’ experience viral through

contests, public engagement etc

Social media will be used as the primary tool to convert

this into a virtual experience culminating in people

sharing their personal experiences about Godrej Aer

{#Myaeritoutmoment}

5. Estimated Budget & Returns

Targeted Cities: Delhi, Chennai, Pune, Mumbai,

Hyderabad, Bangalore, Kolkata, Chandigarh, Gurgaon,

Coimbatore, Bhopal, Patna & Lucknow

Estimated Budget: 1 lakh/city (Inclusive of costumes,

travel, support crew)

Returns: The campaign will aim at building Product-

Association and top-of-mind brand recall by highlighting

the product differentiation within the Aer range and also

the innovative technology used for each fragrance

6. Returns to Product/Brand

& Parent Company Phase 1 of our campaign will help create stronger awareness

through public engagement in the minds of people in relation to Godrej Aer being a strong contender in the home care category

The campaign will also reinforce Godrej’s recent change in image and logo as a brand that is youthful, vibrant and fresh

Making use of digital platforms in Phase 2 will help connect with youth and the Sec A category, who form the target audience, better as today’s generation looks for convenience of use and a certain sense of style in every aspect of life, a combo of which is provided by Godrej Aer in the form of utility, design and fragrance