Customer Centria partners with Godrej to launch 'Powerplay' at IPL 4

Riding on the current wave of Cricket mania sweeping the nation, Godrej announced the launch of "Powerplay' ' a unique customer engagement initiative. Poised to be the largest multi-brand initiative across the Godrej Group, with Godrej Power Play', Godrej has taken India's passion for the game, from the pitch to the homes of consumers, thus adding fuel to an already raging fire.

Customer Centria has partnered with Godrej, to create and manage, one of the most innovative shopper activation programs in the consumer goods segment. P S Krishnan, COO - Customer Centria enlightens "Powerplay is perhaps the largest, multi category, multi value customer engagement initiative. A great bonding achieved through the most powerful vehicle, cricket. Customer Centria enables Godrej consumers realise this dream. CC provides the platform and the design with which Godrej consumers can engage with Godrej products and their favourite cricketers"

And this is the true value that Customer Centria, brings to its projects ' being able to deliver transformational customer experiences through a custom designed loyalty program, bringing to the table, the whole weight of its unique spectrum of solutions from technology, analytics, campaign management and even online marketing.

Powerplay helps Godrej create an interactive space wherein shoppers purchasing a Godrej product can register themselves through the portal/IVR/Call centre, and be assigned a cricketer for every distinct product registered.

Customer Centria will own the end-to-end customer engagement management of this initiative. Right from concept enhancement, portal designing, game designing (done by Fantasy cricket league), IVR integration, digital marketing, campaign management and analytics, technological support and loyalty management, all will be done by Customer Centria.

Speaking on the occasion Ashutosh Tiwari, Executive Vice President - Strategic Marketing, Godrej Industries Limited said, "Godrej, ever since it's relaunch in April 2008 under the ethos of Brighter Living, has been at the forefront of launching powerful initiatives to engage & delight our consumers. The success of Gojiyo & Godrej Khelo Jeeto Jiyo are a testament to this drive. Carrying the spirit forward, we are happy to bring Godrej Powerplay wherein Godrej becomes the nation's first brand to foray into mass multi-category loyalty cutting across all types of consumers & 90+ product / brand lines. Godrej Powerplay allows Godrej consumers a chance to participate in the thrill of IPL, create their own teams, win awesome rewards while creating a lifestyle of their own using Godrej products in the process. Godrej Powerplay allows us a chance to engage with consumers on a one on one basis as we seek to delight them."

He added, "We required a highly skilled team that understands the Godrej values and the new age consumer. Already having co-created a successful initiative "Gojiyo' with Customer Centria, we saw their potentials and decided to bring them on board."

Consumers of all Godrej products across over 90 product categories will be able to take part in the mega Godrej Power Play which makes its foray with the highly-awaited IPL season. Participants will experience the thrill of making their own cricket team, exchanging players and winning fantastic prizes as they play along the duration of IPL series. Further information is available on


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