Brands
Godrej L’Affaire combines experiential, influencer and digital marketing
MUMBAI: Experiential marketing as a tool of brand activation has become extremely prevalent in the past few years. It is a powerful way to engage the customers better with a brand through first-hand experiences offering not just the look, but the touch and feel of any product on display.
Another interesting aspect that has been added to this whole paradigm of bringing brands and consumers closer is the effective use of influencer marketing. While earlier influencer and experiential marketing were two mutually exclusive trends, in the recent past, both have intertwined rather seamlessly to offer an exponential reach to the brands. One thing that has definitely contributed to its growth is the digital boom.
Anexample of the tactical use of experiential, influencer and digital marketing together is L’Affaire, a luxury lifestyle platform by the Godrej Group.
L’Affaire recently concluded its third edition at Vikhroli, Mumbai, presenting a wholesome experience to its patrons themed around ‘5 Senses’. The unique platform offered rich experiences spanning across fashion, lifestyle, music and dance performances, workshops, food, and engaging conversations. The event saw a huge footfall of influencers from across the genres experiencing the magic of Godrej and other associated brands like Myntra through a stellar show augmented by fashion displays and musical presentations.
Speaking about the concept behind this exclusive soiree with Indiantelevision.com, Godrej Group vice president and head corporate brand Sujit Patil noted, “The key idea behind creating our very own media platform was to build a Mecca of content creation. We had various brands within Godrej, which were interacting with the influencers and people who recommend products individually. So, we thought why we can’t combine these distinct products, which are anyway a part of the same genre and create something bigger. We planned to make to it so compelling that it eventually becomes brand-agnostic and comes out as a kind of property where experiential engagement happens and we get more number of influencers on board.”
He further added, “Most importantly, we wanted to show our products in the real light. We wanted the influencers to experience the look, the feel, the touch, and get to them the factors that really mean the credo of a particular brand.”
On being quizzed why is it important to involve influencers and bloggers in this whole paradigm of experiential marketing, Patil mentioned that today we live in a world that follows authenticity. “If you ask someone to write about something without experiencing it, it is unauthentic, and people will be able to read through that. But when people come here, experience the products and then write about it, they write it from the heart. That helps in getting more traction,” he said.
Sujit also contended that influencer marketing is only bound to grow. He said, “Micro-influencers, even if they have a lesser number of followers, can write authentically and bring out the essence in an honest manner and it’s going to work [for the brands.”
Brands
Ascenta elevates Adheip Bakshi to sales director amid growth push
Move aligns with expansion plans and flagship Basalt Hills development
MUMBAI: Ascenta has elevated its co-founder Adheip Bakshi to the role of sales director, signalling a sharper focus on scaling operations and expanding its market footprint.
Bakshi, who has been instrumental in shaping the company’s sales and marketing strategy since its early days, brings over a decade of experience in real estate sales and operational planning. He has played a central role in building Ascenta’s channel network and refining its go-to-market approach.
The leadership move comes as the company gears up for its next phase of growth, anchored by Basalt Hills, a 20-acre low-density villa estate positioned within the emerging Mumbai 3.0 corridor. Designed as a hospitality-led, lifestyle-focused community, the project combines serviced plots, bespoke villas and curated infrastructure within a natural basalt landscape.
Speaking on his new role, Bakshi said, “I’m excited to take on this role at a pivotal stage in Ascenta’s journey. Our focus remains on building a disciplined, channel-driven sales ecosystem while aligning closely with evolving buyer expectations for lifestyle-oriented developments. Basalt Hills is a strong reflection of this direction, and we aim to scale thoughtfully while maintaining the integrity of the product and experience.”
Commenting on the elevation, Ascenta founder and managing director Karan Bahl said, “This elevation reflects a natural progression, recognising Adheip’s contribution to the business and his ability to scale sales operations in a competitive luxury segment. As we expand our portfolio of boutique, design-led developments, strengthening leadership across functions remains a key priority.”
With this leadership shift, Ascenta appears to be doubling down on structured growth while keeping its focus firmly on design-led, premium real estate, a space that continues to evolve with changing buyer aspirations.
