Godrej to spend around Rs. 25-30 crore on marketing its new home furniture brand, Script

Godrej & boyce is one of the largest privately-held diversified industrial corporations in India. It recently launched a new home furniture brand, ‘Script’ which is making an entry into the premium segment that is estimated to be a 10,000 crore plus market.
  • Script will also be launching an e-store to cater to the growing number of consumers opting for online shopping.
  • Godrej Company’s existing furniture brand, ‘Godrej Intero’ was catering to a different segment of the market.
  • Godrej Intero fulfilled the basic needs of its consumers through their products.
  • But Script will look beyond the functional needs of consumers who want new variants these days.
  • Promoting the brand will take around 25-30 crore and business expects a turnover of Rs. 320 by FY21.
  • #FreedomOfLiving is going to be Script’s brand philosophy; and will be reflected in its upcoming campaigns.
  • India is going towards digitalization and it’s the need of the hour for every company to have its presence on a digital platform as well.
  • Of the total activities that the marketing team plans to do 70% of them are purely for online platforms.
  • Viscom has made a couple of launch films for the brand and Whyness is going to Script’s creative agency on record.
  • Madison has helped on the launch campaign but Starcom will take the lead of the brand’s media buying and planning.
  • Isobar will manage Script’s digital duties.
The first store will be unveiled in Bengaluru, followed by a store each in Delhi and Mumbai. Hopefully, the products of this new brand addition will bring rarity to the premium segment markets. 
Source: http://bit.ly/2A6z9NC

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