Godrej & boyceis 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.
