Godrej prepared to propel brand promotion on its own

Till the last edition of its corporate campaign, Godrej had the star power of Aamir Khan to propel the brand. Not anymore. The group which gained from the momentum provided by the actor, is now prepared to go at it alone. And if the recent event unveiling of Godrej’s ‘Masterbrand 2.0’ strategy, chaired by Tanya Dubash, executive director and chief brand officer, Godrej Group, is anything to go by, it seems clear that the true brand ambassadors of the company have been — and continue to be — the three children of Adi and Parmeshwar Godrej. “We (she along with siblings, Nisaba and Pirojsha) have different strengths and we try and leverage our different strengths so that it will be better for the group as a whole,” says Tanya.

At ease with corporate questions, Tanya deftly skirted questions on Godrej the family as opposed to Godrej the brand. The only offthe-cuff remark that she allowed herself to make was in revealing that she has yet to visit the late Homi Bhabha’s historic home ‘Mehrangir’ which has come into the possession of the extended family.