Godrej partners with Whistling Woods to launch branded music videos!

Godrej has collaborated with Whistling Woods International – Institute for Film Fashion & Media (WWI) to create a series of unique and innovative branded music videos. This is in continuation to the major brand campaign idea that Godrej launched in 2013 featuring Aamir Khan, showcasing innovative products with ideas that make consumers lives brighter. One of Godrej’s brand’s pillars is “Expression” and this project explores new avenues of expression for its campaign idea. This collaboration began with a theme song created by Universal Music and sung 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 2nd leg of this activity, Godrej went outside to explore an outside in expression and engaged a select group of students & recent alumni from WWI to re-imagine Godrej using the song as they felt fit. The results were a series of seven music videos that showed both a great number of interpretations of the brand as well as the creativity of the students in the use of varied shooting and video making styles including 2D animation and stop motion.

The aim of this activity was 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 & the plurality of their application in our daily lives. The seven short films created by Whistling Woods students, created within 3 weeks have been greatly appreciated by Godrej management as they showcase a wide variety of creative interpretations by the consumers of the brand. Godrej will be placing these films at the center of one of the largest social media activities ever undertaken by the group.

Shireesh Joshi, Chief Operating Officer, Strategic Marketing Group, Godrej said, “It is our constant endeavour to be at the helm of innovation not just in products we sell but also in how we express ideas in those products. As an organization we also value diversity of thought, freedom of expression, and individual growth. This tie up with the Whistling Woods Film Institute has been able to bring all of that to life. 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.”

Meghna Ghai Puri, President, WWI said, “With both theoretical & practical education, Whistling Woods has enabled our students, who we believe are the next generation of filmmakers & media-professionals, with the ability to create in-depth, aesthetic videos that showcases Godrej’s spirit. We are glad and extremely grateful to Godrej for giving our students this opportunity. I am even happier that the students work has met Godrej’s expectations. WWI being an institution that is heavily entrenched in the film industry, we have continually been looking for opportunities to strengthen our industry connect in the Media & Communication space. 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 & Entertainment industry professionals.”