Bollywood enters the virtual world

India Infoline News Service | Mumbai |

'Gojiyo', a Godrej initiative- combines social media, online gaming chatting helps people to form communities in most exciting ways

Bollywood has woken-up to the wonderful world of social media  of late has been extensively using it to connect  communicate with fans from all over the world. The young Indian, bollywood crazy youth are spending more  more time online,  using the digital medium as a new channel of expression, reflecting their independent  free spirited thought.


The innovative promotions designed for Anjaana Anjaani on Gojiyo, India's first ever browser based 3D virtual world is a revolutionary step in Movie marketing.


'Gojiyo', a Godrej initiative- combines social media, online gaming  chatting  helps people engage, make friends  interact as avatars, form communities  tribes  live every real world aspiration in the most exciting ways.


The initiative was aimed at consolidating Godrej's positioning as a younger, vibrant  brighter br. The entire innovation is designed, developed  powered by Customer Centria, who delivers end to end solutions for the br, including Gojiyo's online marketing, including media  social media.


The innovative online promotions of the Anjaana Anjaani Campaign on Gojiyo.com were designed  developed by Customer Centria,  heralds a new age in Movie Marketing. The campaign served a dual purpose - a revolutionary new medium in the form of a virtual world to unveil a Bollywood extravaganza to the young, upwardly Indian  on the other h provided a hugely "entertaining" experience for the registered users of Gojiyo.


GoJiyo.com jointly celebrates the motto of "Live every day like it's your last" with Anjaana Anjaani starring Priyanka Chopra  Ranbir Kapoor. The Anjaana Anjaanis of GoJiyo.com are an extension of Priyanka  Ranbir's character as they go about doing weird  crazy things in the different worlds of GoJiyo. The 3D virtual arena of GoJiyo allows you to meet Anjaanas  Anjaanis or perfect strangers, befriend them  do a lot of fun activities together.


"Gojiyo.com is a coming together of online gaming, virtual reality  social networking; it is a unique concept that has won many a accolade since its launch. It is a testament of Godrej group's commitment towards Brighter Living as it reaches out  builds a connect with the young  the young-at-heart.


Anjaana Anjaani, the movie, resonates with GoJiyo since it is a platform that encourages people to make friends. The Anjaana Anjaani online media campaign had 35,000 new avatars becoming part of the Gojiyo Tribe.


Additionally, association with Ranbir  Priyanka, the stars of the movie who are great role models for GoJiyo users, existing  potential, helped us deepen our engagement with our 2 lakh+ virtual netizens.


We at Godrej are also delighted with the expertise brought by our partners Customer Centria who have shown the competence but also demonstrated a co-creative spirit that is so critical to the success of such innovation." says Ashutosh Tiwari, EVP-Strategic Marketing, Godrej Group.


As part of the strategic tie-up with Eros, Anjaana Anjaani was the first Bollywood movie to be promoted extensively on Gojiyo.com. For this promotion, special customization inside the GoJiyo World  fun contests with amazing prizes formed the base:


Here are some of the unique  fun activities on Gojiyo, facilitated by Customer Centria as part of the promotions:


1. The First ever, virtual, movie premier party was hosted on Gojiyo. Avatars dressed up like Ranbir  Priyanka  rocked the party.


2. A special dance move from the movie was created for the avatars which saw groups of avatars, grooving just like the stars of the movie in the title song.


3. Visitors stumbled on the uber - cool plush red convertible (from the movie) parked on the beach. Which prompted many members to click pictures with the stars, which also formed the content for one of the contests.


4. Virtual billboards were put up


5. Movie's soundtracks were added to Listening Posts


"Gojiyo, is not just a brand interaction platform, but a channel to build  reinforce customer enthusiasm, which is the cornerstone of building a strong online brand", says Kim Saldanha, Vice President Marketing Customer Centria.


Customer Centria is a Global Customer Management Company based out of Mumbai that enables enterprises in their Customer Engagement Strategies powering them towards customer-centricity. Customer Centria helps create opportunities for brs to interact with customers enabling delightful experiences throughout the engagement lifecycle.


Customer Centria offers a complete bouquet of services from marketing automation, analytics & insights, interactive marketing, virtual experiences to loyalty management. Customer Centria has proven capabilities across verticals with tailor made services for sectors such as Banking, Financial Services, Insurance, Retail, Telecom  Consumer Goods.





 

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