Team Members: Chitrangda Gupta, Manan Silawat, Neha Nandakumar, Utsav Nath Position: Winner Competition Name: SimCatalyst 2014 Description: Goodrej Live Brief Batch: MBA, 2013-15 Institution: Symbiosis Institute of Media and Communication, Pune

1. ‘The trees’
Live, Learn,Work, Play

2. • Effectively show the vision
• Integrate effectively the relationship between Vikroli and Godrej over the years
• Bring out vast expanses of preserved mangroves
• Bring out the industrial heritage
• The thoughtfulness behind the smart, urban planning
• Show the vision to build this into a cultural hub
Communication Objectives

3. • Luxury housing is the fastest growing segment in residential housing in India
• Prices of housing real estate are witnessing a downward slope => implying property investors will
be active now
• Experts also believe that Foreign Direct Investment or (FDI) in real estate sector to grow to USD 24
billion in the next 10 years from the current valuation of about USD 4 billion.
*Source – KPMG Report; Global Property guide Asia
Research Findings

4. Experiential & On-Ground
MEDIUMS
Digital Social

5. Experiential + On-Ground- Event 1
THE UNVEIL
• The front side of a building will be wrapped in cloth and the
unveiling will be done dramatically.
• The media is given personal invites for the unveil.
• Automatic PR and social media coverage.
• Press conference
• Invited guests – media, bloggers, property magazine columnists
• A press conference will be held which will be followed by a high
tea.
*Reference image

6. Experiential + On-Ground- Event 2
Audio Spotlight
• Entrance -people will be greeted by rows of scented floating candles
• flooring - done accordingly
•Experience- people will hear the chirping of birds, rustling of leaves and brook of a river with cool
breeze flowing.
•Spot Audio setup will ensure that the people walking through the setup will hear the different
soothing sounds and feel relaxed.
*Reference image
Mall setup:
• Easel stands with paintings/photos from local artists (these have to be in accordance to the
theme & can have quotes too) in a circle
• A scale building that looks like the Godrej tower in the middle, with information about the
properties.
Mall venue options:
• High Street Phoenix, Lower Parel
• Phoenix Market City, Kurla
• R-City Mall, Ghatkopar
• Infiniti Mall, Malad
• Oberoi Mall, Goregaon

7. Experiential + On-Ground- Event 3
3D mapping projections:
• Big canvas placed strategically in a prominent mall space that
reads ‘An encounter with Trees you have never seen
before…. Watch out this spot on date at time!” and Godrej
logo
• During the Christmas and new year break(good number of
audiences available, can go to digital mediums via fb, youtube
etc), play an interactive projection about the properties on the
day

8. Social Activity 1 Se détendre night (relaxation night)
• JJ school of arts' lawn will be rented once. Creative artists / corporate
professionals who have deep cultural interests (music , art , theatre etc) will be
given invites to this event.
• 3 sections: Art corner, Music corner and an food corner.
• Empty and plain canvases will be reserved for artists to paint on, which will add
colour to the event. It will allow people to show their creative side and will
showcase how an evening will be at 'The Trees'.
• The music corner will have people playing various instruments and at other times
will have some light jazz/alternative rock music playing.
• The food corner will serve a 3 course meal which will specialize in some authentic
cuisine.
• This night is for bringing together people and make them feel how life would be at
'The Trees‘
• Giveaways – Personalized Visiting Card holders
*Reference image

9. Red carpet nights-
• Every second Saturday of the month
• Decor- Classy and Sophisticated
Social Activity 2
• Seating- Round table with a 5 course meal
• Guests greeted by smartly clad hostesses
• Red carpet guides the guests to the dinner area
• Side walls of the red carpet will be star-lights that signify a transition from the
real world to the world of “Trees”…the world of Godrej. These lights can be
shaped in outlines of trees to merge with the overall theme.
• Invited audience- opinion leaders, bloggers, media, media personalities,
socialites, celebs, top level executives from corporate
• Dinner area - classy round tables with a riser stage and LED backdrop that will
be interactive. The seating area will be divided into 4 sections with the tables set
according to the themes - work, live, learn, play
*Reference image

10. Entertainment Act:
VIR DAS
Vir performs in a young, raw and edgy brand of comedy, and is widely popular. Audiences enjoyed
his comic skills even as comedy on television was plumbing the depths of mediocrity and recycled
jokes, Vir brings wit, originality, edginess, and sophistication to stand-up comedy and hence will
match the intellectual quotients of our audiences
Nitish Bharti
Nitish is a sand artist who gained fame in India’s Got Talent. Since then he
has been featured in various events including KBC. Lively music
accompanied with his sand art that will be themed around trees, the
evolution of Godrej and happy living spaces will add to the experience of
our event

11. • The lobby area will have a story board (info graphic) about how
Vikhroli and Godrej have grown hand in hand through ages. This
will be hand painted by the artists present during ‘Relaxation
Nights’
• A sample house will be ready with all modern amenities. The
furniture, products etc. will be all Godrej products (brands other
products by godrej). The invitees will be given a tour of the
house and on the spot bookings will get special discount and a
personalized name plate on the spot.
*Reference image

12. Flow of the event:
7.00pm – Guests arrive at the venue
7.15pm – Welcome note from the MC
7.30pm – Godrej Brand Representative takes over
8.00pm – Cocktails and entertainment for the guests
8:30pm - Model home announced
9:00pm – Guests break for networking and dinner
Give Away: miniature bonsai trees
In some cultures, bonsai trees are held in such high regard that they are used to
honour guests. A portable oasis miniature garden represent the seasons or
landscapes close-at-hand for meditation or contemplation assistance. These
characteristics of the bonsai make it a perfect gift for our attendees by sticking to
our theme.

13. Invite option:
Event invite will be made of handmade paper with embossed text. The tree symbol will be a metallic piece attached to the
card with a red thread. The tree symbolically represents the property and the red coloured thread will represent prosperity

14. Digital
A small 5 sec advert will play before the actual video
starts. The video will show something related to nature
and ‘Trees’ (creative can be more specific as per
requirement). Video will be short , simple and cost
effective as YouTube charges little amount for the 5
sec adverts.

15. Experiential Activity 1
A 7 day campaign. We will set up a mock room of the Godrej home in the lobby leading to the lifts of office/corporate
buildings per day
Day 1 - Apartment Hall
Day 2 - Apartment Kitchen
Day 3 - Bedroom
Day 4 - Studio Apartment
Day 5 - Villa
Day 6 - Layout Of The Compound
Day 7 - Showcase The Entire Project With Details
Each set up will be surrounded by a few fake and a few real trees instead of walls. Exotic aromas that catch the attention of
the office goers in the morning and evening will accompany the set ups.
Twitter/fb contest: take a photo of the setup and give it a caption. At the end of 7 days the most liked captions win natures
basket goodie bag
A placard with the setups on the exit side that says “imagine a life like this after work…. EVERY day..!

16. Experiential Activity 2
#KursiAaramKi (recliner & massage chair)
• Two recliner cum massage chairs will be kept in the waiting
and recreational rooms of the big office spaces. When the
employees after a hard day of work, relaxes in the chair or
massager, he/she will hear the sound of birds, rustle of wind
and will feel relaxed
• There will be small plants and Godrej air diffusers strategically
placed around the chairs. Godrej properties brochures and
small placards that say “The Godrej life is the easy life” will be
put in front of the chairs
• The chairs will be moved from one office building to a different
one, over the period of November to January. The chairs will
have Godrej properties branded on the cushions
• People will be encouraged to experience the setup and talk
about it on social media thus providing our campaign a digital
boost
*Reference image

17. Dinner
Unveiling
Mall
Activation
– Audio
Spotlight +
Easel
Stand
3D
Mapping
Timeline
Dinner Office
Relaxation
Dinner
Airport
November December January
Mall
Activation
– Audio
Spotlight +
Easel
Stand
Kursi
Aaram Ki

18. Activation/Campaign Amount Budget
Unveiling of Property
Mall 4 lakhs
Rent 12 lakhs
Audio Spotlight 60,000
3D Mapping as per Splat Studios
Offices & Corporate Places
Rent -
Set up cost as per Godrej (in-house)
Red Carpet Night
Setup 21 lakhs (3 nights)
Invites 90,000
Food 3,60,000 (3 nights)
Giveaways 2,25,000
Artist Fee Sand Artist + Vir Das 15 lakhs (3 nights) approx
Relaxation Night
Venue Rent
Barter with J.J. School fo
Arts
Food 1,50,000
Setup 5 lakhs
Canvas 30,000
Giveaways- Visiting Card Holders 1,50,000
Storyboard
Material + mounting 7000
YouTube As per usual charges
Twitter- Promoted posts 1 lakh

19. THANK YOU
Presented by:
Chitrangda Gupta
Manan Silawat
Neha Nandakumar
Utsav Nath
SIMC – PG, PUNE