6th Edition Of Godrej L’Affaire Set To Celebrate ‘All Things Goodness’

EE News Desk Mar 14, 2024

Godrej L'Affaire revealed that more than 30 brands have collaborated with the platform for its sixth edition. Slated for 29 March 2024 at the brand’s headquarters in Vikhroli, Mumbai, Godrej L’Affaire will be celebrating ‘all things goodness’ at the soiree.

Bringing together non-competing complementing brands in the lifestyle space, L’Affaire was conceptualised to celebrate nuances of lifestyle experientially. With HSBC India collaborating for the sixth edition, an evening soiree will unfold with a three-pronged mission of crafting hyper-immersive experiences, building a community of lifestyle aficionados and weaving a robust digital safe narrative for all the participating brands.

Tanya Dubash, Executive Director and Chief Brand Officer, GILAC said, “Creating personalised, immersive and authentic experiences for consumers in today’s ever-evolving world is imperative for any brand. Godrej L’Affaire was launched to provide these opportunities for our in-house brands as well as external non-competing brands in the lifestyle space. Our objective has been to create a community of lifestyle aficionados and drive meaningful conversations around the lifestyle space.”

She further added, “Our theme for this year is goodness and we aim to underscore the significance of deliberate good choices that minimise negative impact and contribute positively to society. We are extremely excited to make Godrej L’Affaire 2024 an unforgettable affair.”

Arkaprava ‘Arko’ Ray, Head – Marketing Strategy, HSBC India said, “As the world’s local bank, we at HSBC passionately believe in creating a meaningful conversation for nurturing relationships and building trust with our customers. With Godrej L’Affaire also working towards creating a lifestyle community, we found a perfect synergy in providing our consumers with an experiential experience through the event. We are excited to collaborate with Godrej L’Affaire and look forward to an amazing evening.”

The event is mapped across eight zones spelling out L’Affaire – Lifestyle, Awareness, Fashion, Flavour, Artistry, Innovation, Rejuvenation and Environment.

The highlight of this lifestyle-centric soiree will be an exclusive fashion show by Malaika Arora, showcasing her flagship brand, ‘The Label Life’. Marking an exclusive debut for the brand's collection on the runway, Malaika would be showcasing the Spring Summer 2024 collection cantered around picnic, party, home and office looks.

The evening will also witness a performance by the band, ‘The Bartender’, the brainchild of Mikey McCleary, award-winning songwriter, composer and producer. Featuring Shalmali Kolghade, Medha Sahi and Kaprila Keishing, their mix of music sensibilities would set the tone for the evening.

The event will mark the unveiling of the seventh edition of the Godrej Food Trends Report (GFTR), delving into the theme of ‘provenance’. This report delves into the deep connection between Indian cuisine and its origins, exploring the link between ingredients, regional specialities and traditional practices. With insights from over 350 experts, including chefs, bloggers and food producers, GFTR 2024 sheds light on the rich tapestry of India's culinary heritage.

The event will witness the unveiling of the top 25 content creators chosen through the influencer hunt, ‘Godrej L'Affaire Select’. This program has scouted a pool of over 10,000 participants spanning 200 cities, towns and villages across India. Mentored by Ranveer Allahbadia, popularly known as Beer Biceps, the winners will be honoured and welcomed into the exclusive Godrej L'Affaire Select creators' group.

More than 30 partner brands have partnered with Godrej L’Affaire for its sixth edition. With HSBC India being the presenting partner, the soirée will offer experiences of top lifestyle brands such as D ‘Décor, The Label Life, Elior India, Women Company, KamaSutra, Cinthol, Park Avenue Perfumes, Goodknight, Aspri Spirits, Bombay Island Coffee Company, Dubai Energy, Godrej Properties, Godrej Professional and more.

Other prominent brand partners include Godrej Capital, Godrej Yummiez, Moshi Moshi, Godrej Selfie Shampoo Hair Colour, Godrej Jersey, Godrej Magic Handwash, Hit, Godrej Agrovet (Combine & Rashinban), Godrej Real Good Chicken, Godrej aer and more. Bright Outdoor Media is the OOH Partner for Godrej L’Affaire 2024.