Godrej proposes a new campaign called "Aer It Out" that involves placing mascot characters representing each Godrej Aer fragrance at strategic public locations. The mascots will engage people and demonstrate the air freshener's ability to eliminate unpleasant smells. The campaign aims to strengthen brand recall and associations between fragrances and locations. It will be conducted in two phases - an in-person public component followed by digital and social media engagement. The low-cost campaign is estimated to cost 1 lakh rupees per targeted city and will help promote Godrej Aer as youthful and innovative in the home care category.

2. 1. Past Campaigns
 All of Godrej Aer’s past campaigns have revolved
around social media
 #DontSmokeBecause – A crowd sourced song against
smoking on twitter
 #Colouryourfriends – Celebrated Holi by engaging
consumers, the campaign allowed inflow of
conversations and hence created product awareness
 #Firsteverfragranceapp – Celebrated April Fools day by
asking users to download an app to activate the
emission of fragrance from their phone

3. 2. New Idea
‘AER IT OUT’ WITH AER BUDDIES
 The ‘Aer It Out’ campaign aims at unleashing the Godrej Aer
mascots (different frangrances) in select locations in targeted
cities
 Godrej Aer buddies are 4 mascots representing the 4 different
fragrances of air fresheners. Four people dressed up like Aer
buddies will be strategically placed at select locations across
the city
 For example, the Musk fragrance will target people smoking
in public. The musk buddy will frequent pan shops & tapris
where people usually smoke
 The Aer buddy engages the people in an olfactory experience
of the product thus associating it to eliminating the smell of
smoke
 Similarly other buddies will be located at locations depending
on the fragrance of the freshener

4. Nature’s Delight Breezy and How
Misty Mornings Musk

5.  The ‘Aer it Out’ campaign is both practical and feasible
in monetary terms. It does not demand a huge
investment and since the campaign is conducted in 2
phases –
 Phase 1: Aer buddies being placed at strategic locations
 Phase 2: Digital and social engagement through the
campaign
 The entire campaign strengthens the association
between these fragrances and their use at different
locations/occasions
3. Practicality & Feasibility

6. 4. Implementation
 A van carrying the 4 mascots will travel through the
targeted cities, halting at prime locations to unleash the
Aer Buddies
 Phase 2 of this campaign is largely digital and involves
making the ‘Aer It Out’ experience viral through
contests, public engagement etc
 Social media will be used as the primary tool to convert
this into a virtual experience culminating in people
sharing their personal experiences about Godrej Aer
{#Myaeritoutmoment}

7. 5. Estimated Budget & Returns
 Targeted Cities: Delhi, Chennai, Pune, Mumbai,
Hyderabad, Bangalore, Kolkata, Chandigarh, Gurgaon,
Coimbatore, Bhopal, Patna & Lucknow
 Estimated Budget: 1 lakh/city (Inclusive of costumes,
travel, support crew)
 Returns: The campaign will aim at building Product-
Association and top-of-mind brand recall by highlighting
the product differentiation within the Aer range and also
the innovative technology used for each fragrance

8. 6. Returns to Product/Brand
& Parent Company
 Phase 1 of our campaign will help create stronger awareness
through public engagement in the minds of people in
relation to Godrej Aer being a strong contender in the home
care category
 The campaign will also reinforce Godrej’s recent change in
image and logo as a brand that is youthful, vibrant and fresh
 Making use of digital platforms in Phase 2 will help
connect with youth and the Sec A category, who form the
target audience, better as today’s generation looks for
convenience of use and a certain sense of style in every
aspect of life, a combo of which is provided by Godrej Aer
in the form of utility, design and fragrance