Laqshya Live Experiences Executes Godrej’s ‘Unlock the Future’ Brand Repositioning Event

by  EVENTFAQS Bureau Marketing | December 10, 2024 | News

Godrej Laqshya Live Experiences

The event "Unlock the Future" marked the brand repositioning for Godrej Enterprises Group, held on 28th November 2024 at two venues: Four Seasons in Mumbai for the media launch and Udayachal High School in Vikhroli for the employee launch. The event was executed by Laqshya Live Experiences, reflecting Godrej's identity and commitment to progress.

With over 125 years of history, Godrej began a new chapter, unveiling a refreshed logo as part of its repositioning strategy. The event highlighted the brand’s focus on empowering lives at home, at work, and beyond, with a smarter, more authentic, and confident approach. The new brand promise, 'Moving Your World Forward,' was central to this transformation.

The rebranding project was a well-planned, three-phase initiative aimed at generating excitement, engaging employees, and delivering a memorable launch. The "Unlocking New Worlds" campaign was a two-month communication effort tailored for employees, centered around the theme of "UNLOCK." Activities included weekly desk yoga sessions, festive workshops and podcasts, and a gaming week to encourage teamwork. A surprise flash mob was organized, and the campus was decorated with branding. Personalized AI-generated invitations were sent to all employees, connecting them to the process. The grand reveal was executed across two events, showcasing the brand’s direction and its emphasis on innovation and empowerment.

The Laqshya team managed the brand reveal across multiple platforms, ensuring consistency in the new color palette across various print media formats. A key moment at the media event was the unveiling of the generational logo through a split-screen display. At the employee event, a 14ft logo drop-down on stage marked an impactful moment for 8,000 participants. The launch featured a combination of lights, AV/graphics, automation, and synchronized Xylo bands, complemented by music. The Laqshya hospitality team also ensured that over 8,000 employees had a positive experience with the food offerings.

The event’s highlight was the execution of a 60+ day campaign, bringing the new brand campaign to life and promoting inclusivity across all levels of the organization. The multi-platform launch introduced the brand’s new essence and promise in a clear and engaging way. The Godrej Anthem, performed by employees and led by Dharavi Reloaded, captured the brand's spirit and values. The campaign encouraged growth and change, inviting all to participate in the brand’s forward momentum.

The event highlight was a conversation with cricketer Mithali Raj, who shared her journey to success and insights on perseverance. The live performance of the Godrej Anthem, led by Dharavi Reloaded and Antaheen, featured a special collaboration with Godrej employees, strengthening the brand’s values of unity, resilience, and progress.

Saurabh Khurana, Co-Founder & CEO- Laqshya Live Experiences said, “At Laqshya Live Experiences, when we began the conceptualization journey, we realized it's not just a rebranding exercise but a collaborative journey to craft a transformative narrative for a brand rooted in trust and innovation that continues the enduring legacy. Over two months, our team engaged closely with the brand bringing the new purpose to life and making it a part of employees. Every detail, including communication, creativity, employee inclusivity, and engagement, was considered to create a cohesive campaign. Our strength to build beyond experiential and meticulous detailing culminated in a high-impact grand unveiling of the new purple logo – where every aspect emulated curiosity, creativity, and teamwork.”