Mumbai: FMCG to aerospace products-maker 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 SMS-ing 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.
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.
“The 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 (strategic marketing) Ashutosh Tiwari said.
Fifty episodes of 30 minutes each have been planned. “The consumer engagement campaign across TV, mobile and through malls and supermarkets will begin right away,” STAR Plus general manager and executive vice-president Keertan Adyanthaya said.
STAR Plus is eyeing a viewership of over 100 million through the show.