Commenting on the uniqueness of the product name, Nisaba Godrej, President Human Capital and Innovation, Godrej Group said: "aer is not a spelling mistake. aer is a range of designful and delightful air care products with simple, intuitive, functional delights - an experience we believe people would love."
In line with the premium offering, the launch was conducted on a grand scale with a movie premiere being the theme for the event. To attain the dramatic and stylized effect of cinema, the product was unveiled along the lines of a film premiere. The ambience for the event was created in accordance with this theme, with a red carpet entry and paparazzi stationed at the entrance. A glittering elliptically shaped arch was constructed, bearing the product branding. The venue, PVR Cinemas, was selected to maintain the authenticity of the theme.
Guests were seated in the theater where the launch of the product took place. An AV trailer was projected on the screen, preceded by a censor certificate, which acted as a build up to the main launch. To complete the cinema experience popcorn was served to the audience. Post the presentation and launch, the guests were ushered into the foyer where three customized experiential zones were erected to give a firsthand feel of the product. The three zones were designed based on the aer variants - Cool Surf Blue, Fresh Lush Green and Petal Crush Pink.
In addition to the above, the sales team were also engaged through an auction, wherein the team members were asked to bid for high sales targets.
Speaking on the launch, Seema Pinto, Director, Semora Entertainment Works said: "These three zones were created and designed in the flavour of each variant, w.r.t. colour and images of each variant. For example, the Cool Surf Blue Zone was largely blue in colour, with blue LED lights in the periphery and relevant props (surf board, sand, shells, etc.) that brought alive the nature of the product. The plasma screen played the sounds of the ocean and displayed pictures of the surf and sea. The distinctive fragrance of Cool Surf Blue filled the ‘aer'. This innovative style of presenting the product was a big hit and people thronged these zones to gain a ‘different' experience."
Sunil Kataria, EVP, Marketing & Sales, GCPL added: "Air care is an exciting category which has been witnessing growth in excess of 20 per cent per annum. The growth in the air care category has been driven by an increasing consciousness amongst consumers to enhance their lifestyle and personal image. aer is the outcome of intense market research, consumer insights and design-led innovation. We are confident that consumers will lap up the aer experience."