Godrej provides devotees with a fragrant experience when visiting the pandal for Ganpati darshan

This Ganesh Chaturthi, Godrej aer unveiled a multi-sensory journey at Lalbaugcha Raja in Mumbai. This is to celebrate the 90th grand anniversary of Mumbai’s most famous Ganpati pandal.

As per estimates, Lalbaugcha Raja witnesses close to 1.5 crore devotees. To ensure each devotee gets a memorable darshan of Lalbaugcha Raja, Godrej aer along with Lalbaugcha Raja Sarvajanik Ganeshotsav Mandal (Mumbai) has created a fragrant experience. As devotees move towards the main darshan area, they will pass through a tunnel with flowers on either side, which houses aer diffusers, releasing the scent of roses.

Godrej aer also leveraged augmented reality (AR) based photo stations that allow devotees to click an image in which the Lalbaugcha Raja appears in the backdrop. These photo stations can be accessed via QR codes installed across the pandal area.

Speaking about the brand experiences during festivals, Shivam Singal, Category Head – Air Care & Hygiene, Godrej Consumer Products Ltd (GCPL), said, "Festivals are high-usage occasions for categories like air fresheners. While we engage consumers through traditional marketing channels indoors during festivals, in line with our mission to build this category we wanted to create an immersive experience for them when they indulge in festivities outdoors. The introduction of AR-powered photo stations and a floral tunnel will connect with our devotees in a fresh and exciting manner. Through this initiative, Godrej aer intends to revolutionise the way our brand engages with consumers, hoping that visitors will relish these experiences and leave with cherished memories."

Last year, Godrej aer entered a strategic partnership with Lalbaugcha Raja Pandal to establish dedicated fragrance zones featuring aer matic devices.