Godrej and Boyce, popularly known as Godrej, is one of the largest engineering and consumer products company in India. The company has established quality benchmarks and re-defined customer satisfaction. Endorsements by bollywood stars add more publicity and color to the brand name of the company and famous bollywood actress, Preity Zinta, is the brand ambassador of Godrej.
Having varied interests from engineering to personal care products, Godrej is literally a part and parcel of every Indian's life. From iron locks to personal care, from appliances to hair care, from furniture to construction, the company offers varied products. Whether clients are looking for standard equipment or custom engineering solutions, the first and prior name is undoubtedly Godrej.
Godrej has brought in famous bollywood actress Preity Zinta as their brand ambassador for the appliances division. Though the company has decided that she will promote Godrej's entire appliance range, the major focus will be on the EON line. The company has decided to spend nearly 4% of its turnover for advertising purpose. The appliances division of Godrej and Boyce will expand the recently-launched EON brand for its entire product basket.
Preity Zinta has appeared in numerous Hindi movies of Bollywood over and above a number of Telugu and English language movies. A criminal psychology graduate, the graceful actress made her debut in 'Dil Se' in 1998 and it was followed by the movie 'Soldier' in the same year. She won a Filmfare award for Best Female Debut Award for both the films and was later recognized for her marvelous performance as a teenage single mother in 'Kya Kehna'. In addition to acting, she is also a columnist and a regular stage performer. She has written several columns for BBC News Online South Asia.
Incidentally, the company had a 3 year brand endorsement contract with Preity Zinta for the appliances division which finished in 2005. After that, they made a new contract of Rs.10 crores with Preity Zinta and it had been created by JWT for the refrigerator range.
According to the words of Kamal Nandi, the vice president (sales and marketing division) of the appliance division, Godrej and Boyce, "The EON brand was conceptualized to bring about an image makeover to the appliances range. It has been positioned as a premium brand and we will extend it across all product categories by December. Actress Preity Zinta has been roped in to provide youthful essence in line with the new positioning strategy". While the appliances division has a turnover of Rs 1000 crores, it is estimated to reach Rs. 1400 crores by March 2008.
Online information on Godrej is provided by sitagita.com.
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