A new home, a family
reunion, and everything that happens in between. Godrej Enterprises Group features
its consumer businesses in an eight-episode Instagram micro-drama series
exploring the realities of modern family life.
Click here to watch the trailer
Click here to watch
the first episode
Mumbai: A home is where life
happens. Where families grow, old connections resurface, unexpected
conversations unfold and new memories take shape. For over 129 years, the brand
has been part of this everyday story of Indian homes. Now, it is bringing that
relationship to a new generation in a new way, making its debut in micro
drama with ‘2nd Gen Kumars’, an eight-episode series on Instagram that
brings alive the realities of contemporary Indian living.
Featuring Shreya Gupto, Naman Arora, Rushad Rana and Ekavali Khanna, among others, the
series begins with a 30-year-old Tara returning from Hong Kong to Mumbai and
opening the doors of her new home to her cousins. What should be a joyful
housewarming soon becomes much more. Amid the jokes, childhood nostalgia and
familiar family banter lie years of sibling comparisons, unresolved differences,
and difficult choices. Across episodes of approximately two minutes each, the
reunion becomes a story about growing up, growing apart and discovering whether
the bonds of family can withstand the lives everyone has built for themselves.
The new home is more
than a backdrop. It is where the story's many threads come together, and where products
from Godrej Enterprises Group's (GEG) consumer businesses find a shared place
in the lives of the characters, quietly enabling the moments that make them
meaningful.
A digital lock
welcomes family through the front door. A sofa creates space for cousins to
slip back into old routines. A home locker becomes part of a conversation about
what is worth keeping safe, while appliances accompany the everyday rituals
that bring everyone together.
Reimagining brand
storytelling: From products in homes to a place in people's lives
Commenting on the launch,
Sumeet Bhojani, Head -Brand and Strategic Insights, Godrej Enterprises Group,
said: “Modern Indian living is full of fascinating
stories - in how we share our spaces, navigate relationships, balance
aspirations and continuously redefine what home means to us. Through our first micro-drama,
the 2nd Gen Kumars, we want to bring these stories to life in a
format that is contemporary, engaging and relatable. It also marks the first
time our digital locks, home lockers, furniture, and home appliances come
together in a single content format. Godrej has always been part of the modern
Indian home, enabling meaningful moments. For us, this is an opportunity to explore
newer ways of storytelling that reflects the lives of today's consumers and
build a deeper, more meaningful connection with them.”
129 years in Indian
homes. A new way to tell their stories.
As entertainment
consumption shifts towards digital, mobile-first formats, micro-drama offers
brands a new way to build cultural relevance through stories that audiences
connect with and return to. For Godrej Enterprises Group, this marks a new
chapter in its consumer storytelling, into a format that resonates with a new
generation shaping homes on its own terms.
With ‘2nd Gen Kumars’, Locks, Security Solutions, Interio by
Godrej and Appliances come together for the first time in a single content
format, bringing the group's diverse consumer businesses into one relatable
narrative of contemporary Indian family life.
Watch now:
Episode 1 of '2nd Gen Kumars is now live! Click here to watch first
episode and stay tuned as the story unfolds over the upcoming episodes.