2. 1. Past Campaigns
 All of Godrej Aer’s past campaigns have revolved
around social media
 #DontSmokeBecause – A crowd sourced song against
smoking on twitter
 #Colouryourfriends – Celebrated Holi by engaging
consumers, the campaign allowed inflow of
conversations and hence created product awareness
 #Firsteverfragranceapp – Celebrated April Fools day by
asking users to download an app to activate the
emission of fragrance from their phone

3. 2. New Idea
‘AER IT OUT’ WITH AER BUDDIES
 The ‘Aer It Out’ campaign aims at unleashing the Godrej Aer
mascots (different frangrances) in select locations in targeted
cities
 Godrej Aer buddies are 4 mascots representing the 4 different
fragrances of air fresheners. Four people dressed up like Aer
buddies will be strategically placed at select locations across
the city
 For example, the Musk fragrance will target people smoking
in public. The musk buddy will frequent pan shops & tapris
where people usually smoke
 The Aer buddy engages the people in an olfactory experience
of the product thus associating it to eliminating the smell of
smoke
 Similarly other buddies will be located at locations depending
on the fragrance of the freshener

4. Nature’s Delight Breezy and How
Misty Mornings Musk

5.  The ‘Aer it Out’ campaign is both practical and feasible
in monetary terms. It does not demand a huge
investment and since the campaign is conducted in 2
phases –
 Phase 1: Aer buddies being placed at strategic locations
 Phase 2: Digital and social engagement through the
campaign
 The entire campaign strengthens the association
between these fragrances and their use at different
locations/occasions
3. Practicality & Feasibility

6. 4. Implementation
 A van carrying the 4 mascots will travel through the
targeted cities, halting at prime locations to unleash the
Aer Buddies
 Phase 2 of this campaign is largely digital and involves
making the ‘Aer It Out’ experience viral through
contests, public engagement etc
 Social media will be used as the primary tool to convert
this into a virtual experience culminating in people
sharing their personal experiences about Godrej Aer
{#Myaeritoutmoment}

7. 5. Estimated Budget & Returns
 Targeted Cities: Delhi, Chennai, Pune, Mumbai,
Hyderabad, Bangalore, Kolkata, Chandigarh, Gurgaon,
Coimbatore, Bhopal, Patna & Lucknow
 Estimated Budget: 1 lakh/city (Inclusive of costumes,
travel, support crew)
 Returns: The campaign will aim at building Product-
Association and top-of-mind brand recall by highlighting
the product differentiation within the Aer range and also
the innovative technology used for each fragrance

8. 6. Returns to Product/Brand
& Parent Company
 Phase 1 of our campaign will help create stronger awareness
through public engagement in the minds of people in
relation to Godrej Aer being a strong contender in the home
care category
 The campaign will also reinforce Godrej’s recent change in
image and logo as a brand that is youthful, vibrant and fresh
 Making use of digital platforms in Phase 2 will help
connect with youth and the Sec A category, who form the
target audience, better as today’s generation looks for
convenience of use and a certain sense of style in every
aspect of life, a combo of which is provided by Godrej Aer
in the form of utility, design and fragrance