Godrej Interio targets millennials, takes on rival IKEA on social media

Godrej Interio shows how the medium is changing the message even for old and traditional brands

By now it is well known that social media alters the way people behave, giving them a persona often at variance with their real-life characters. Now brands seem to be following in the footsteps of their human counterparts. Godrej Interio, counted as part of the pre-internet genteel set of brands, recently took on Ikea with uncharacteristic vim and vigour; with pithy tweets it aimed some friendly fire at the Swedish brand that has just opened its first store in India. 

It is not just the new tone and approach of brands such as Godrej Interio that has people’s attention, but also