Godrej turns OOH communication into a catalyst for handloom revival

Godrej has rolled out a purpose-led outdoor campaign that brings renewed attention to India’s handloom heritage by reframing how consumers perceive everyday fabric care. Through its ‘Tested for Handlooms’ initiative, the brand uses out-of-home advertising to communicate a functional yet culturally rooted message: modern washing machines can safely and effectively care for handloom fabrics. 

The campaign is built on a key consumer insight—handloom textiles are often viewed as too delicate for machine washing, limiting their everyday use. By taking this message to public spaces through OOH, Godrej positions itself as a brand that understands both modern household needs and the importance of preserving traditional crafts. The outdoor creatives serve as a stamp of confidence, signalling that the washing machines have been tested specifically with handloom fabrics in mind. 

Rather than using OOH purely for visibility, the campaign leverages the medium’s credibility and scale to build trust. Placed in high-traffic urban environments, the messaging reaches consumers in their daily routines, turning outdoor media into a platform for reassurance and education. The integration of handloom narratives within the visuals further strengthens the campaign’s cultural relevance, allowing tradition and technology to coexist within the same frame.