Company name: Godrej Locking solutions

Brief: Re-launch of Navtal locks

Approach: Navtal is a 100+ year old brand from the house of Godrej that holds its own position in the market. No other padlock brand is as old as Navtal and neither can the competition products match its quality. Hence, we renamed Navtal – padlock cha raja (just like lalbaug cha raja is known as the king of all Ganpati pandals in Mumbai)

Implementation: A grand procession replicating the one for famous lalbaug cha raja was carried out on eastern express highway to re-launch ‘The raja of all padlocks’. Media and distributors were invited to participate to amplify the launch. Brand Arch Gates and Life size Product replicas were installed at Lal Baug cha Raja.

Key highlights: #padlockcharaja was used for further digital amplification.