Godrej launches www.gojiyo.com

Written by on 21 March 2010

Godrej Group launched GoJiyo.com – India’s first online virtual world. GoJiyo.com will
mark the coming together of online gaming, virtual reality and social networking to create a
unique, one-of-its-kind, integrated experience on a global scale. GoJiyo will be a platform for the
Godrej brand & it’s portfolio to engage with the restless, upwardly mobile Indian youth in a
powerful, experiential manner. In more ways than one, GoJiyo is the younger “avatar” of Godrej
for the future. Actor Abhay Deol famous for his portrayal of memorable characters such as Lucky
in Oye Lucky and DevD launched GoJiyo. Targeted at young, progressive Indians this venture is
a significant step towards consolidating Godrej’s positioning as a younger, vibrant and brighter
brand.

India’s current online population is an estimated 81 million connections and 54 million users* and
a majority of internet users are in the age group of 19-35 in the SEC A.B and C categories. This
population is growing by a third each year and is the key target group to engage in a meaningful
and long-term relationship especially in urban India where household penetration is estimated at
nearly 45%. In this scenario, GoJiyo is a perfect platform for Godrej and other brands that want to
reach out to Indian youth. The GoJiyo virtual arena will be an expansive 3D world where users
interact with one another via personalized avatars that are unique representations of themselves.
GoJiyo is a world where you can look the way you’ve always wanted to, visit ‘never-seen-before’ places, make great friends, create new relationships, experience new activities and quests by
individually or collectively and, earn points for rewards, both in-world and in the real world! This
world will encourage users to undertake various exciting activities quests like skydiving, bungee
jumping and treasure hunts within the setting of six immersive worlds. The six worlds – Solaria,
Noom, Turqua, SnowFlash, MauryaPrasth and Re-Janm provide users the perfect opportunity to
live out their dreams in the most exciting of settings.

Speaking at the launch, Ms. Tanya Dubash, Executive Director & President, Marketing,
Godrej Group said, “GoJiyo.com is a platform for the Godrej brand and its portfolio to interact
with the young Indians who are the predominant proportion of India’s rapidly growing base of
millions of online consumers. As an integrated platform for brighter brand experiences, this is
geared towards building the Godrej brand’s perception and relevance to a new India and is an
innovative way of signaling progress and building the Godrej franchise even amongst the 480
million consumers who use one Godrej product or the other everyday, but may not be online yet.

Gojiyo follows the relaunch of Godrej Masterbrand with a new marketing and brand strategy in
2008 and a host of key initiatives since then. These have included a campaign to showcase
Godrej’s Aerospace technology and Godrej Khelo Jito Jiyo – India’s first branded lifestyle game
show. Since the unveiling of this strategy, in the categories that Godrej has focused on, our
growth has been 33% against an estimated average category growth of 23%. As we work to stay
ahead of the curve , we continue to innovate and offer our consumers experiences that are out of
the ordinary and Gojiyo is an example of this.”

GoJiyo.com will go live shortly and is the result of comprehensive consumer research and the
coming together of a group of global world class experts and pioneers in the Virtual world space
through Godrej’s technology partner Customer Centria. The launch of the platform is supported
by a high profile marketing campaign in tandem with the third edition of IPL. Godrej has also
planned a long term activation campaign which will allow people to get a first hand experience of
the immersive world, where youngsters are faced with mammoth expectations, GoJiyo.com will
provide the young, progressive Indian the perfect haven to explore their aspirations imaginatively.

We hope you enjoy this new world: Log on, dive in, Go Jiyo!

Visit www.gojiyo.com to begin your series of ‘out of world’ experiences.
*as per ComScore World statistics as on September 2009.