The Indigo Summer collection was launched at the Lakme Fashion Week.
A motorised hoarding, along with a ramp, was placed 15 ft. above ground level. Models walked the ramp showcasing the Godrej Interio's sofas placed there. Designer Anita Dongre designed the skins of the sofas on display, while the setup was designed by Law and Kenneth.
Speaking about the event, Bedraj Tripathy, Senior General Manager - Marketing, Godrej Interio said: "Since the product is extremely unique, as you can style it in the shape you want to, we wanted to promote the product in an exclusive way. There have not been many innovations in the technique of promotions for a long time and hence, we thought of combining OOH and BTL, which would help us reach out to a wider audience."
Godrej Interio was reportedly open to a variety of innovations as their core target audience are in the younger age group. The activity was expected to reach out to more than one lakh people, given the amount of traffic in and around the area of the activity.
Commenting on the association, Dheeraj Kapoor, Project Manager, White Leaf Entertainment said: "The brief given to us was to execute an event that was eye-catching and would attract people in a way that is unlike the generic promotions. We had executed the launch of their collection at Lakme Fashion Week too."
Godrej Interio plans to extend the promotional activity to Delhi, Kolkata, Chandigarh and Hyderabad.