Godrej Enterprises announced the launch of OOH campaign with mannequin-led activation in Kolkata’s iconic places. Focusing on the ‘Tested for Handlooms, Trusted by India’ initiative, the electronic appliances company showcased Bengal’s iconic handloom Jamdani for better resonance within the region.
The campaign was designed to support the idea of encouraging the consumers to wear their handlooms more often without worrying about washing them, promoting their washing machine range. All the installations featured a Jamdani-clad mannequin, alongside a standee bearing an interactive QR code that addressed the dilemma around washing delicate handloom fabrics.
The initiative also highlighted Godrej’s Handloom Friendly Front Load washing machine range, which have been tested to was Jamdani and 25 other Indian handlooms.
Speaking about the initiative, Swati Rathi, Head of Marketing at Appliances Business of Godrej Enterprises Group, said, “Through our ‘Tested for Handlooms, Trusted by India’ initiative, we want to bridge this gap by bringing handloom care closer to everyday life. With Jamdani being such an integral part of Bengal’s heritage, and Durga Puja being a festival where everyone in the city dresses up, our Kolkata activation is a carefully timed effort to celebrate this beautiful weave while reassuring consumers on the ease of washing and maintaining them. Our Handloom Friendly Washing Machines are designed to make caring for these fabrics easier at home, helping keep the love for India’s handlooms alive for generations to come. With this initiative we hope to contribute in our small way to the revival of handloom love in India.”
The OOH standings have been installed at Barista Park Street, South City Mall and PVR Mani Square, in Kolkata.
