The Appliances Business of Godrej Enterprises Group has launched a multi-city OOH campaign celebrating India’s diverse handloom traditions as part of its Independence Day initiative.
The campaign extends the brand’s ‘Tested for Handlooms’ initiative through installations that spotlight distinctive regional weaves and their connections to the regions they represent. The installations feature Patola from Gujarat, Pochampally from Hyderabad, Mysore Silk from Bengaluru, Jamdani from Kolkata and Bhagalpuri from Bihar.
The initiative also highlights Godrej’s focus on handloom care through its AI-powered Front Load Washing Machines, which feature a dedicated Handloom Wash programme. The programme has been tested on 25+ Indian handloom fabrics for up to 25 washes*.
Through the OOH installations, the brand aims to bring attention to the diversity of Indian handlooms while encouraging consumers to continue wearing and caring for these fabrics at home.
Swati Rathi, Head of Marketing, Appliances Business of Godrej Enterprises Group, said, “India’s handlooms symbolise the country’s rich craftsmanship and cultural heritage, with each weave carrying a story of its own. At Godrej, our focus has always been on creating technology that is truly made for India and addresses real consumer needs. This Independence Day, with our OOH campaign we are celebrating the diverse handlooms that are an integral part of our cultural identity and encouraging people to embrace them with pride, by making it easier for consumers to care for these fabrics at home.”
