MUMBAI: With an aim to ensure better reach of their products, Godrej Industries has come up with a 'Tweet A Tune' initiative, in which the digital conversation of consumers will be picked up and will then be turned into a song by musicians/ bands.

Godrej has brought on board 13 independent music acts in the country for the project. Talking about the initiative, Godrej head-strategic marketing, Shireesh Joshi said, "This was a very interesting concept that we came up with. Most of the youngsters use Twitter and Godrej patrons / people can tweet their thought on a given hashtag and you never know what can be turned into an amazing melody. Also along with the melody, we are emphasising on the core value of the product. The jingles composed by the 13 acts will then be tweeted to the person and will be played on radio stations." The team took approximately a month to implement this initiative and they also tested the same for a couple of weeks.

#Spacefor, #DaagMitaaye, #DoublySure, #IndiaKaTaste, #NoPlaceLikeHome, #PushofaButton, #ForeverYoung and #FattackSeFurr are the hastags that Twitter users can tweet with. "The campaign will run on various radio stations for a month and every week we are planning to come up with a couple of hashtags," said Joshi.

He denied any possibilities of the company acquiring live properties. "Music is not our forte, but whenever we need to promote our product, it will always be via music," Joshi added.

Astitva, Sifar, Koniac Net, Agam,  Lagori, Suraj Mani, Spice Route, Pragnya Wakhlu, Dhruv Vishwanath, Kavish - Daksh, Aditya Jassi, Obed Zeme Project and Advaita are the bands that have been roped in to create jingles from the twitter feeds.