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Godrej and Whistling Woods collaborate to launch branded music videos
MUMBAI: One of India’s oldest conglomerates Godrej has collaborated with Subhash Ghai’s Whistling Woods International (WWI) Institute for Film Fashion and Media to create a series of innovative, branded music videos with the theme of ‘Godrej Re Imagined’.
The move is in conjunction with a major brand campaign that Godrej had launched in 2013 featuring Aamir Khan to showcase innovative products that make consumers’ lives brighter.
One of Godrej’s brand pillars is ‘Expression’ and this project explores new avenues of expression for its campaign idea. The collaboration began with a theme song created by Universal Music and rendered by Shaan, Neeti Mohan and Shraddha Sharma.
Godrej’s creative agency JWT then visually expressed this as a music video featuring stop motion photography. In the second leg of this activity, Godrej went outside to explore an expression and engaged a select group of students and recent alumni of WWI to re-imagine Godrej using the song as they felt fit.
WWI president Meghna Ghai Puri said, “With both theoretical and practical education, Whistling Woods has enabled our students, who we believe are the next generation of filmmakers and media professionals, with the ability to create in-depth, aesthetic videos that showcase Godrej’s spirit. We are glad and extremely grateful to Godrej for giving our students this opportunity. Having collaborated with Cadbury’s, Pepsi, Leela and several NGOs already, this collaboration with Godrej is one of the major milestones in WWI’s continuing endeavour to create the next generation of media and entertainment industry professionals.”
The results are a series of seven music videos that showcase varied interpretations of the brand as well as the creativity of the students in terms of shooting and video making including 2D animation and stop motion.
The aim of this activity is to get the youth to re-imagine the theme of ‘Har Idea Se Zindagi Muskuraye’ and express it with their own sensibilities, thereby creating a set of responsive communication films that take viewers through the innovations and range of Godrej products and the plurality of their application in people’s daily lives.
Godrej COO of strategic marketing Shireesh Joshi said, “The success of this activity for us lies in the diversity of beautiful stories that showcase Godrej products by the students of Whistling Woods. At the same time, they have gained experience in their craft for a purposive project. We will look to have many more similar partnerships that are a win-win for both industry and academia.”
The seven short films created within three weeks by Whistling Woods students have received much appreciation from Godrej management as they showcase a wide variety of creative interpretations by consumers. Godrej will be placing these films at the centre of one of the largest social media activities ever undertaken by the group.