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Godrej aer, one of India’s leading home, bathroom and car fragrance brands, is enhancing the devotional experience at Mumbai’s iconic Ganesh pandals this year with innovative on-ground activations. Marking the third consecutive year of its association with Mumbai's iconic Lalbaugcha Raja, Godrej aer is set to create a unique and immersive fragrance experience for devotees.
This year, the brand has extended its presence to four more famous pandals — Mumbai Cha Raja (Lalbaugh); Girgaon Cha Raja (Girgaon); Khetwadi Cha Ganraj (Girgaon); and Fort Cha Icchapurti Ganesh (Fort), bringing its signature fragrance zones for the first time.
Godrej Aer offers unique air freshener formats for all living spaces in home and car, crafted to make them more pleasant. Festivals, with their crowded and vibrant environments, present an ideal opportunity to enhance people’s spiritual and celebratory experiences. By partnering with Mumbai’s most visited ganesh pandals, Godrej aer aims to create memorable moments by associating its fragrances with the joy and positivity of Ganeshostav, making everyday living spaces more delightful.
At Lalbaugcha Raja, in Central Mumbai, which see an estimated footfall of more than two crore devotees every year, Godrej aer is creating an enchanting fragrance zone within the pandal. Devotees will pass through a specially designed fragrance tunnel, which will diffuse a soothing and aromatic atmosphere, enhancing their spiritual experience. Godrej aer has created another fragrant tunnel at Mumbai Cha Raja pandal, also located in Lalbaug, and even placed its aer matic devices in the main pandal area.
Speaking about this festive consumer campaign, Shilpa Suresh, Head of Marketing – Home Care, Godrej Consumer Products Ltd (GCPL), said, “Home Air fresheners as a category estimated to be around INR 1300 crore, are primarily occasion driven. However, the category is still under-penetrated, and the key task for us is to build relevance at key consumer touchpoints. Festivals represent a peak usage period, making them a crucial time for Godrej Aer to connect with our audience. As India's leading fragrance brand, it was only natural for us to add a hint of festivity to the air.”
She further added, “Ganesh Chaturthi marks the beginning of the festive season, which continues through the end of the year. While these celebrations are often centered around the home, Godrej aer aims to establish strong presence and association with festivities that extend beyond indoor spaces. This year, we are partnering with five iconic Ganesh pandals in Mumbai to create immersive, fragrant experiences. Through this initiative, we hope to forge a lasting connection with the millions of devotees who visit these pandals by introducing them to the refreshing fragrances of Godrej Aer."
Through these collaborations, Godrej aer has attempted to create an interesting fragrant experience of its two key offerings – Godrej aer matic which is an automatic home room freshener and Godrej aer O – a gel-based hanging car freshener. Through activations across five prominent pandals, Godrej aer is estimated to engage more than 10mn devotees over the ten days of Ganeshostav.
