The Sixth Edition of Godrej L’Affaire to Celebrate ‘All Things Goodness’

Godrej L'Affaire, a curated experiential luxury lifestyle platform by Godrej Industries Limited and Associate Companies (GILAC), today announced that more than 30 brands have collaborated with the platform for it’s sixth edition. Slated for Friday, March 29, 2024 at the brand’s headquarters in Vikhroli, Mumbai, Godrej L’Affaire will be celebrating ‘All Things Goodness’ at the soiree.

Godrej L’Affaire is a brand-agnostic owned media platform in the lifestyle space. Bringing together non-competing complementing brands in the lifestyle space, it was conceptualized to celebrate nuances of lifestyle in an experiential manner. With HSBC India, one of India’s leading financial services groups, collaborating for the sixth edition, an evening soiree will unfold with a three-pronged mission of crafting hyper-immersive experiences, building community of lifestyle aficionados, and weaving a robust digital safe narrative for all the participating brands.

Speaking about the sixth edition of Godrej L’Affaire, Tanya Dubash, Executive Director and Chief Brand Officer, GILAC said, ”Creating personalized, immersive and authentic experiences for consumers in today’s ever-evolving world is imperative for any brand. Godrej L’Affaire was launched to provide these opportunities for our inhouse brands as well as external non competing brands in the lifestyle space. Our objective has been to create a community of lifestyle aficionados and drive meaningful conversations around the lifestyle space.”

She further added, “Our theme for this year is Goodness and we aim to underscore the significance of deliberate good choices that minimise negative impact and contributing positively to society. We are extremely excited to make Godrej L’Affaire 2024 an unforgettable affair.”

Commenting on its collaboration with Godrej L’Affaire 2024, Arkaprava ‘Arko’ Ray, Head – Marketing Strategy, HSBC India said, “As a world’s local bank, we at HSBC passionately believe in creating a meaningful conversations for nurturing relationships and building trusts with our customers. With Godrej L’Affaire also working towards creating a lifestyle community, we found a perfect synergy in providing our consumers with an experiential experience through the event. We are excited to collaborate with Godrej L’Affaire and look forward to an amazing evening.”

Aligned to the guiding concept – ‘All Things Goodness,’ the event is thoughtfully mapped across eight zones aptly spelling out L’Affaire – Lifestyle, Awareness, Fashion, Flavour, Artistry, Innovation, Rejuvenation, and Environment.

In sync with the same, the highlight of this lifestyle-centric soiree will be an exclusive fashion show by the renowned fashionista, Malaika Arora, showcasing her flagship brand – The Label Life. Marking an exclusive debut for the brand's collection on the runway, Malaika would showcasing Spring Summer 2024 collection centered around iconic Picnic, Party, Home, and Office looks.

The evening will also witness an electric performance by the band – The Bartender, the brain child of Mikey McCleary – award winning songwriter, composer and producer. Featuring Shalmali Kolghade, Medha Sahi and Kaprila Keishing, their eclectic mix of music sensibilities would be setting the tone for the evening.

Food enthusiasts are also in for a treat. The event will mark the unveiling of the 7th edition of the Godrej Food Trends Report (GFTR), delving into the theme of "Provenance." This insightful report delves into the deep connection between Indian cuisine and its origins, exploring the intrinsic link between ingredients, regional specialities, and traditional practices. With insights from over 350 experts, including chefs, bloggers, and food producers, GFTR 2024 sheds light on the rich tapestry of India's culinary heritage.

Godrej takes pride in nurturing emerging talent. Hence the event will witness the announcement of the top 25 content creators chosen through the premier influencer hunt Godrej L'Affaire Select. This program has scouted a pool of over 10,000 participants spanning 200 cities, towns, and villages across India. Mentored by internet sensation Ranveer Allahbadia, popularly known as Beer Biceps, the winners will be honoured and welcomed into the exclusive Godrej L'Affaire Select creators' group.

More than 30 partner brands have partnered with Godrej L’Affaire for its sixth edition. With HSBC India being the presenting partner, the soirée will offer experiences of top lifestyle brands such as D ‘Décor, The Label Life, Elior India, Women Company, KamaSutra, Cinthol, Park Avenue Perfumes, Goodknight, Aspri Spirits, Bombay Island Coffee Company, Dubai Energy, Godrej Properties, Godrej Professional and more.

Other prominent brand partners include Godrej Capital, Godrej Yummiez, Moshi Moshi, Godrej Selfie Shampoo Hair Colour, Godrej Jersey, Godrej Magic Handwash, HIT, Godrej Agrovet (Combine & Rashinban), Godrej Real Good Chicken, Godrej aer and more.

Bright Outdoor Media Ltd is the OOH Partner for Godrej L’Affaire 2024.