Godrej and JWT make men ‘Dance to Women’s Tune’


Godrej’s latest campaign, ‘Dance to My Tune’, which is the world’s first women only web experience, is perhaps an ode to womanhood on International Women’s Day. It brings alive their innermost desire of making their men work around the house!

Designed and conceptualised by JWT, the digital ‘Dance to My Tune’ campaign is exclusively dedicated to women, for women and by women. Based on the premise where women in India feel that their men are lazy and need to pitch in with the household chores, the interactive web experience, strictly for women, is meant to have their partners work for them by doing chores like making the bed, cleaning the house or cooking up a fancy meal. Not just that, the exclusive tailor-made video can be shared by the women on her Facebook page for all her friends to see.

“Women make up a core part of our target group as well as a significant part of our workforce. Both at home and at the workplace they need support of people and practices. Godrej does that both as a manufacturer that understands her needs and designs great performing, easy to use products as well as an employer with policies that enable productive and fulfilling lives for women. On the occasion of Women’s Day, we saw a great opportunity of bringing attention to women’s needs in an engaging way that is also connected with Godrej. We wanted to let them do something quirky and fun, which is how this idea came into being. We hope that women all over enjoy using it as much as we have enjoyed creating it,” said Shireesh Joshi, COO, Strategic Marketing, Godrej Group.

As a modern brand, Godrej taps into the fact that modern living has more choices and more dilemmas, chores being one of them. The campaign hinges in the fact that in a country that’s all about men, it would be liberating to give women the power they so desire.

“How often do you get to work on an idea that’s just for us women folk? Getting the opposite sex to partner you with the housework is often a complaint left unfulfilled. Now you can, at least in the virtual space! Using technology with great insight, this viral is what reaffirms our belief in ideas first. No matter what the medium, we need to connect and engage with our consumers. And on Women’s Day what better than this!” commented Tista Sen, National Creative Director, JWT India.

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