Godrej, the home-grown conglomerate, has collaborated with Whistling Woods International (WWI), an institute for film, fashion and media, to create a series of innovative branded music videos.

The campaign is a continuation of the brand campaign idea that Godrej launched in 2013 featuring cine star Aamir Khan and showcasing innovative products.

One of the Godrej brand’s pillars is `Expression' and this project explores new avenues of expression for its campaign idea. This collaboration began with a theme song created by Universal Music and sung by Shaan, Neeti Mohan and Shraddha Sharma.

Godrej’s creative agency JWT then visually expressed this as a music video featuring stop motion photography. In the second leg of this activity, Godrej engaged a group of students and recent alumni from the institute to re-imagine Godrej using the song as they felt fit.

The result was a series of seven music videos that showed both a number of interpretations of the brand, as well as the creativity of the students in the use of varied shooting and video-making styles, including 2D animation and stop motion.

The aim of the activity was to get the youth to re-imagine the theme of `Har Idea Se Zindagi Muskuraye' and express it with their own sensibilities, thereby creating a set of responsive communication films. The seven short films created by Whistling Woods students showcase a variety of creative interpretations by the consumers of the brand.

Godrej would be placing these films at the centre of one of the largest social media activities ever undertaken by the group. Shireesh Joshi, Chief Operating Officer, Strategic Marketing Group, Godrej said, “It is our constant endeavour to be at the helm of innovation, not just in products we sell, but also in how we express ideas in those products. The success of this activity lies in the diversity of beautiful stories that showcase Godrej products by the students of Whistling Woods. We will look to have many more similar partnerships that are a win-win for both industry and academia.''

Meghna Ghai Puri, President, WWI said, “With both theoretical and practical education, Whistling Woods has enabled students, who we believe are the next generation of filmmakers and media professionals, with the ability to create in-depth, aesthetic videos. This campaign showcased Godrej’s spirit.”

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