Godrej Security Solutions has launched a campaign that highlights the benefit of adopting home lockers to secure valuables and documents at home instead of regular wooden cupboards or wardrobes.
Continuing with ’s belief of using humour and emotions to engage consumers rather than inducing fear, the TVC dispels myths that one will never be the victims of theft. The TVC banks on humorous wordplay and depicts a familiar scenario of neighbours assuaging a homeowner post a burglary attempt.
Mehernosh Pithawalla, VP and global head – marketing, sales and innovation, Godrej Security Solutions, said, “In India, only 7 percent of the population owns a home locker. The Security Solutions Quotient study revealed 52 percent of Indians continue to store their valuables in cupboards and wardrobes which are vulnerable to break-ins. This is despite the high rate of crime and marginal recovery rate of stolen assets in the country."
He adds that through, "the INR 100 crore investment in our omnichannel strategy and #BilkulSafeHai campaign, we wish to raise awareness among the consumer to take proactive steps towards making every Indian home absolutely safe”.
Priya Pardiwalla and Steve Mathias, (both are VP & ECD Wunderman Thompson), said, “It was an interesting and single minded brief, ‘Godrej Home Lockers are ten times stronger than a cupboard’. We decided to put ourselves not in the shoes of the consumer, but strangely, in the shoes of a robber. Like all of us, robbers too have deadlines, in fact much tighter ones. Within minutes, they need to get the job done before a suspecting neighbour or security guard shows up. However, when there’s a Godrej Home Locker and even if a robber tried his luck to break it open, it would mean much more time, which he doesn’t have. Instead, it’s easier to rob a home that doesn’t have the locker.”
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