A bold transformation
Mumbai: Six months after the Godrej family restructured the 127-year-old Godrej Group into two separate entities—Godrej Industries and Godrej Appliances—the latter has unveiled a refreshed brand identity. As part of this transformation, it has consolidated its 14 diverse business units under Godrej and Boyce, spanning consumer, engineering, defence, aerospace, and more, into three strategic clusters: Consumer First, Nation First, and Future First.
The Consumer First cluster includes the company’s customer-facing brands such as Godrej Interio, Godrej Appliances, and Godrej Security Solutions, along with several other business units. The new visual identity honours GEG’s rich legacy while embodying its commitment to actively participate in the building of a Viksit Bharat by 2047 through design-led innovation, enhancing consumer experience, and shaping preferences for sustainable choices.
In a world where tradition meets modernity, change is more than a necessity—it’s an opportunity to evolve while staying true to your roots. At Godrej & Boyce, our new logo marks a pivotal moment in our journey, symbolizing the perfect balance between honouring our rich legacy and embracing the future. From refreshing our visual identity to introducing innovative products and creating impactful narratives, we’re redefining what it means to deliver excellence in every touchpoint. Join us as we unlock the next chapter of our story, built on trust, creativity, and the promise of innovation.
The new brand film starts with a call out to the first product of the Group – the iconic springless lock. The campaign celebrates the spirit of curiosity, creative problem-solving, and a never-say-die attitude best demonstrated by children who question everything and are always resourceful enough to find a solution. Over the last 127 years, GEG has consistently reinvented itself to remain relevant to the evolving socio-economic context in India and globally. This commitment to reimagining possibilities and relentlessly pushing boundaries has enabled the brand to “Unlock New Worlds.”
MadeInMedia.in’s Kalpana Ravi caught up with Sumeet Bhojani – Head – Brand & Strategic Insights at Godrej & Boyce to talk about the logo change and much more…..
What was the thought process behind the logo change?
The logo change at the company was driven by several strategic considerations. Retaining the cursive logo was essential to preserve the brand’s strong legacy of trust and quality, ensuring continuity with its well-established heritage. Consumer research revealed a growing demand for not just quality and durability but also modern designs and aesthetics that fit contemporary lifestyles, prompting a refresh aligned with these preferences.
Part of a broader repositioning strategy, the logo change aims to enhance customer experiences across digital platforms, retail environments, and product offerings, presenting the brand as modern, smart, and aspirational while staying rooted in its historical strengths. Additionally, a family settlement agreement provided an opportunity to establish a distinct identity for the group and its businesses. This transformation reflects the brand’s commitment to modernization while honouring its past and adapting to evolving consumer expectations.
Market share of the company
The company’s market share varies across its product categories, reflecting its strong presence in diverse segments. In appliances, it ranks among the top three or four players, demonstrating its competitive position. In the organized furniture sector, it is recognized as the market leader, though the overall furniture market remains highly fragmented.
Additionally, the company holds a dominant position in the home lockers segment, leading by a significant margin. These distinctions underscore its robust performance and leadership across multiple product lines, with varying levels of market share depending on the category.
The strategy behind the film
The strategy behind the film was to effectively convey the company’s core values and spirit through a compelling narrative. It aimed to represent creativity, resourcefulness, curiosity, and teamwork by depicting children discovering a piñata, which, when broken, reveals a vibrant world filled with colours and toys symbolizing the company’s diverse sectors, including aerospace and furniture.
The use of metaphorical imagery, transitioning from a plain white space to a colourful environment, highlighted the unlocking of potential and opportunities within the company. The piñata, shaped like a lock, paid homage to the company’s roots with its iconic springless lock while showcasing its evolution into new sectors. Developed in collaboration with Global Interns India, the film reflects a thoughtful blend of heritage and innovation, creatively portraying the company’s identity, aspirations, and multifaceted operations.
Overall, the film serves as a creative tool to communicate the company’s identity, aspirations, and the diverse sectors it operates in, while also reinforcing its legacy and commitment to innovation.
Marketing plan for the new logo change campaign
The marketing strategy for the campaign focuses on repositioning the brand while enhancing customer experiences across multiple touchpoints. It aims to provide exceptional service and engagement throughout the customer journey, covering digital and social media, transactional platforms, retail experiences, and post-purchase service.
The refreshed visual identity preserves the brand’s legacy while adopting a modern, aspirational aesthetic to align with contemporary consumer expectations for quality and design. A key element of the strategy is product innovation, featuring tech-enabled solutions like digital locks and AI-integrated offerings to meet the growing demand for upgraded lifestyles.
The film has been conceptualized by Lowe Lintas, the campaign uses metaphorical storytelling in a film that symbolizes unlocking potential. A piñata serves as the central metaphor, representing the brand’s diverse sectors and core values. This holistic approach aims to establish a distinct identity, boost customer engagement, and highlight innovation, all while celebrating the brand’s rich heritage.
OTTs remain a significant focus due to their growing acceptance, alongside platforms like YouTube. Digital and social media are key pillars, particularly for full-funnel marketing. The rising importance of Connected TVs (CTVs) has also made them a vital part of the group’s media strategy. Performance marketing plays a crucial role, with nearly all businesses running Google Search campaigns to guide consumers already in the purchase cycle toward either the website or physical stores.
Despite the emphasis on digital channels, traditional media like television and print continue to hold importance. Print remains especially effective in Tier-II and III markets, while television provides valuable reach for larger regions. The Indian Premier League (IPL) is another platform under consideration for Godrej Enterprises. While the group’s appliance business is already investing in the IPL, Bhojani noted that it is “definitely one of our considerations” for the broader group’s media plans.
The new innovative and futuristic designs
The company’s innovative and futuristic designs integrate advanced technology and offer customization to elevate the user experience. A key focus is on tech-enabled products, with features like artificial intelligence (AI) to enhance functionality and interaction. The introduction of modular and configurable designs, such as the “UP Mod” range, allows customers to personalize elements like armrests and backrests to suit their preferences.
These designs also incorporate practical features, such as USB chargers integrated into furniture, catering to the growing demand for multifunctional products. By aligning with consumer aspirations for lifestyle upgrades, the company ensures that its products blend cutting-edge technology with aesthetic appeal, creating solutions that resonate with modern living and enhance overall satisfaction.
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