International BusinessGodrej to produce reality show
FMCG to aerospace products-maker, Godrej Group, has tied-up with Big Synergy and STAR television network to produce and air a reality show from mid-June, which seeks a wider audience from India’s growing middle-class for its lifestyle products.
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Titled ‘Godrej Khelo Jeeto Jiyo’, the show will air every weekday across three channels of the Star television network — STAR Plus, STAR One and STAR Utsav — for 10 weeks beginning June.
“Consumers can enter the show by purchasing any Godrej product and SMS-ing the value and barcode number of the product. The contest will be advertised across media and at retail touch-points,” Godrej’s Executive Director & President (Marketing), Tanya Dubash, told reporters.
The family show allows Godrej consumers to team up with a relative or friend to play games in a home-styled setting, which may eventually lead to winning a grand prize of a fully-furnished home from Godrej Properties.
“Godrej Group’s portfolio of offerings covers everything from personal care to property to furniture. Nearly 70 per cent of a modern home can be furnished with Godrej products,” Godrej Executive Vice President and Strategic Marketing, Ashutosh Tiwari, said.
Fifty episodes of the 30-minute show have already been planned. “The consumer engagement campaign across TV, mobile and through malls and supermarkets will begin right away,” STAR Plus GM & EVP, Keertan Adyanthaya, added.
STAR Plus is eyeing viewership over a 100-million through the show.