Mumbai: Bollywood has woken-up to the wonderful world of social media and of late has been extensively using it to connect and communicate with fans from all over the world. The young Indian, bollywood crazy youth are spending more and more time online, and using the digital medium as a new channel of expression, reflecting their independent and free spirited thought.
‘Gojiyo’, a Godrej initiative- combines social media, online gaming and chatting and helps people engage, make friends and interact as avatars, form communities and tribes and live every real world aspiration in the most exciting ways. The initiative was aimed at consolidating Godrej’s positioning as a younger, vibrant and brighter brand. The entire innovation is designed, developed and powered by Customer Centria, who delivers end to end solutions for the brand, including Gojiyo’s online marketing, including media and social media.
The innovative online promotions of the Anjaana Anjaani Campaign on Gojiyo.com were designed and developed by Customer Centria, and heralds a new age in Movie Marketing. The campaign served a dual purpose – a revolutionary new medium in the form of a virtual world to unveil a Bollywood extravaganza to the young, upwardly Indian and on the other hand provided a hugely “entertaining” experience for the registered users of Gojiyo.
GoJiyo.com jointly celebrates the motto of “Live every day like it’s your last” with Anjaana Anjaani starring Priyanka Chopra and Ranbir Kapoor. The Anjaana Anjaanis of GoJiyo.com are an extension of Priyanka and Ranbir’s character as they go about doing weird and crazy things in the different worlds of GoJiyo. The 3D virtual arena of GoJiyo allows you to meet Anjaanas and Anjaanis or perfect strangers, befriend them and do a lot of fun activities together.
“Gojiyo.com is a coming together of online gaming, virtual reality and social networking; it is a unique concept that has won many a accolade since its launch. It is a testament of Godrej group’s commitment towards Brighter Living as it reaches out and builds a connect with the young and the young-
As part of the strategic tie-up with Eros, Anjaana Anjaani was the first Bollywood movie to be promoted extensively on Gojiyo.com. For this promotion, special customization inside the GoJiyo World and fun contests with amazing prizes formed the base:
Here are some of the unique and fun activities on Gojiyo, facilitated by Customer Centria as part of the promotions:
1. The First ever, virtual, movie premier party was hosted on Gojiyo. Avatars dressed up like Ranbir and Priyanka and rocked the party.
2. A special dance move from the movie was created for the avatars which saw groups of avatars, grooving just like the stars of the movie in the title song.
3. Visitors stumbled on the uber – cool plush red convertible (from the movie) parked on the beach. Which prompted many members to click pictures with the stars, which also formed the content for one of the contests.
4. Virtual billboards were put up
5. Movie’s soundtracks were added to Listening Posts
“Gojiyo, is not just a brand interaction platform, but a channel to build and reinforce customer enthusiasm, which is the cornerstone of building a strong online brand” says Kim Saldanha, Vice President Marketing Customer Centria.
Customer Centria is a Global Customer Management Company based out of Mumbai that enables enterprises in their Customer Engagement Strategies powering them towards customer-centricity. Customer Centria helps create opportunities for brands to interact with customers enabling delightful experiences throughout the engagement lifecycle. Customer Centria offers a complete bouquet of services from marketing automation, analytics & insights, interactive marketing, virtual experiences to loyalty management. Customer Centria has proven capabilities across verticals with tailor made services for sectors such as Banking, Financial Services, Insurance, Retail, Telecom and Consumer Goods.