Godrej Security Solutions has launched a three-film campaign for its personal locker brand Goldilocks, conceptualised by J. Walter Thompson.
Taking the humour route, the films drive home the message that the locker is ‘personal’, with a protagonist in each using it to hide an unexpected thing.
One of the films (top) features a woman who lies about her age. At a party, she evades the question saying it’s rude to ask a woman her age. At other places like a doctor’s clinic, salon, gym and art exhibition, she says she is 28 or 30 years old, or insists that she was born in the late ‘80s. When a friend tells her at a party that another woman is lying that she is only 30 years old, the protagonist defends her – adding that the claimant was three years senior to her in college. Back home, she reveals that she keeps her passport, which has her real date of birth, in her personal locker. The product is introduced with the voice over, “What will you keep inside? Goldilocks – your personal locker from Godrej Security Solutions.”
Another film features a young man and his father. When the youngster asks him for Rs 3,000 for an evening out, the father pretends to have misplaced his wallet and asks his son to look for it in the bedroom. The man reveals that he has in fact hidden it in his personal locker, even as his son searches the car for it.
This film features a young woman who is a terrible driver. And it’s her brother’s car. He says he loves his sister, but also loves his car – which is why he keeps its keys in his personal locker.
In a statement on the campaign, Mehernosh Pithawalla, head – marketing, sales and innovation, Godrej Security Solutions, said, “We have always adopted a customer driven approach to innovation and product development. We have always resisted from adopting fear-psychosis as the core of promoting Home security Products. Therefore, use humour as a tool to discuss security.”
He added that this approach has helped create consumer awareness, besides winning metals at Goafest, Cannes Lions, Effies, Spikes Asia and Mirchi Kaan Awards, among others.
The copy-art team of Steve-Priya, VPs and ECDs at JWT Mumbai, explained that since different things are valuable to different people, for different reasons, the creative does not specify or list out things that should be put inside the locker. That choice has been left to the consumer, they said.