Godrej Appliances, India's leading indigenous white goods brand had an entire stable of green products which left a low carbon footprint. These needed to be showcased to an entire country, and thence, sold. While most brands highlighted their star rated products there was a need to create this awareness in a differentiated manner with which the consumers could connect.
While the rapidly depleting natural resources were a common concern, not all consumers kept this in mind when making a choice for an appliance or when utilising consumables like electricity. There was thus a need to recognize and appreciate an individual's green choices.
With the intention of identifying and recognizing these Green Heroes, the people who made green choices and used resources responsibly, the concept of the Godrej One-Watt Campaign was born.
Godrej Appliances, through various platforms and media reached out to its audiences to promote one single message - save One Watt. An individual could decide how many watts he could personally save, and pledge in writing to save that wattage.
This idea subtly reinforced the idea of GREEN, in the minds of the audience and opened the doors to a choice for greener products for their daily use - all of which Godrej Appliance had in its arsenal - ACs, Refrigerators, Washing Machines, Microwaves, TVs and more.
Announcement ads were run in leading newspapers. Colleges, corporates, residential societies were visited by volunteers to spread this idea through camps and outreaches, with giveaways and spot-awareness advertising. Radio and the Internet too were harnessed to achieve a greater reach.
As for TV, a tie-up with the Kings XI Punjab cricket team in which they took off their red caps mid-match to don a green cap to promote the Godrej One-watt campaign was the clincher that every viewer saw - and it took the message across to every corner of the country.
2 buses were flagged off which took the show to the roads of every major city. People lined up to know more, received gifts and giveaways - and sales discounts on green product bookings. In 3 months 11 million watts were pledged to be saved by participants. It was the year Godrej Appliance booked the highest sales of its 5-star rated ACs ever.