Godrej aer Encourages Youth to Go Offline and Accept #DadsRequest IRL

Godrej aer, a leading range of home and car fragrances from Godrej Consumer Products Limited is known for its quirky personality. Whether it is #changetheaer or #BreakTheSmokeBreak, the brand has always successfully delivered its message in a fun, yet effective way. This Father’s Day, Godrej aer encourages the youth to accept #DadsRequest by getting off social media and making a connection with their fathers in real life. This, of course, is done in the quirky Godrej aer way.

The digital film, conceptualized by Creativeland and produced by Baaash Digital, is a satirical approach on the culture of wishing loved ones online, when they’re not on social media. The team identified a great opportunity to work with sanskari Babuji Alok Nath on Father’s Day, who is a household name and is a perfect fit with the internet generation. The sanskari Babuji of social media requests the youth to spend some personal time with their father, instead of sending him love through social media. He suggests taking dads out on a long drive, along with the gift of Godrej aer car fragrances.

Talking about the initiative, Sunil Kataria, Business Head India & SAARC, Godrej Consumer Products Ltd. said, “Most of our fathers are not really netizens. Even if they are, may not be exactly active on social media. This Father’s Day, we wanted to have the opportunity to introduce a new school of thinking - something that connects with our consumers while also breaking conventions in a characteristic Godrej aer style. The message of getting off social media and celebrating with your father by taking him on a long drive and gifting him Godrej aer car fragrances is emotionally compelling and strongly ties with the brand. It is something that will resonate with daughters, sons and fathers across India.”

Anu Joseph, Chief Creative Officer, Creativeland Asia, added, “This campaign poses some really pertinent questions to the digital native. Questions that should resonate with them and get some of them to act. Getting ‘Babuji’ adds virality to the campaign. The tonality and quirk are very Godrej aer.”

 On Father’s Day, through an interactive social media campaign, Godrej aer will track #HappyFathersDay and reply to social media conversations with customised videos to pass on this message.