Godrej Launches ‘Swarn Yug-2’, a DIY Merchandising Campaign in the Time of COVID-19

by  EVENTFAQS Bureau Marketing | September 14, 2020 | Promo Feature

Godrej Swarn Yug-2

Godrej’s Good Knight Gold Flash team has launched a DIY (Do It Yourself) visibility campaign called ‘Swarn Yug-2’. It is an amazing example of adapting to this COVID-19 disruption, as it rules out any visit to retail outlets or interacting with the retailers in person.

Through this post-COVID DIY merchandising campaign, the brand encourages wholesalers to buy a minimum quantity of three cases of Good Knight Gold Flash and display it at their outlets in a pre-defined manner.

To motivate the wholesalers to participate, an internal reward activity has been initiated, wherein the retailers will have to click a selfie with the displayed stock and share it on a given Whatsapp number and win instant Paytm/Amazon cashback (to be credited within 24-48 hours).

During the pandemic, the entire campaign is being run virtually via Whatsapp technology and the cash rewards are being distributed in the form of Paytm cashback and Amazon Pay, verification being conducted through selfies and physical gifts being sent out through e-commerce delivery.

There is immense scope for every brand to take a leap forward and transform their conventional ideas into something unconventional, like the Godrej Good Knight Gold Flash team did.