Godrej plans unique ‘reality show’ marketing gimmick

In a marketing innovation, the Godrej Group has tied up with Big Synergy and the Star television network to produce and air from mid-June a reality show that seeks a wider audience for its lifestyle products.

Titled 'Godrej khelo jeeto jiyo', the show will be aired every weekday on 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 text messaging the value and barcode number of the product. The contest will be advertised across the media and at retail touch-points,'' Godrej's executive director and president (marketing), Tanya Dubash, told reporters in Mumbai.

The family show allows Godrej consumers to team up with a relative or friend to play games in a homely setting, which may lead to winning a fully furnished home from Godrej Properties.