Godrej Locking Solutions and Systems has launched a campaign to reveal Nav-Tal NXT, the re-launched Nav-Tal locks from the stable, conceptualised by Underdog.
The TVC, through creative visualisation, depicts how a ‘path breaking design’ is arrived at. Everything that goes into making one is enlisted to capture the sophistication of the lock design, thereby elevating the category (which is revealed only at the end). From the engineering drawing board to the end-product, the evolution of this design is explained by the narrative: "Path-breaking design, doesn't happen on a whim – or in a vacum. As much as we would like to believe, it doesn't appear in a dream – or as a thought-blurb either. It arrives before craft as a mere dot on the mind's landscape. Then makes itself elusive for days on end. Until it knows exactly what form and shape it must emerge in. It's the thing that resides, tirelessly on the farthest reaches of our obsession. Sniffing its way through the maze of aesthetic compromises, and forever hanging on the cusp of potential, and perfection." As the lock and key emerge, the narrative continues: "Audaciously mocking every precedent. To arrive at a destination that has an air of pleasing uncertainty about it."
Shyam Motwani, EVP and business head, Godrej Locking Solutions and Systems, said, “This brand has enjoyed enduring love for as long as one can imagine and now the new normal is going to be a very different padlock shape. The challenge therefore is to present it in a way that does not compromise on its heritage and yet take its new narrative ahead to keep it in-step with the younger generation.”
Prasad Gupte, integrated marketing communication and trade marketing, Godrej Locking Solutions and Systems, added, “For us, the re-launch of Nav-Tal is a moment that is history in the making. And in Underdog, we found the right partner, who understood our aspirations and passion for this brand with the right kind of sensitivity.”
Vistasp Hodiwala, Underdog, said, “Sometimes what you do as work is more than just work, it’s an honour. For us, the thrill of working on a brand that has been synonymous with the very name Godrej for over five decades has been a reward in itself.”
Vikram Gaikwad, Underdog, noted, “There are just a handful of brands in this country which have the magnetic allure and prestige of a Nav-Tal. To be involved in the refashioning of a brand as exciting as that is a privilege. All of us at Underdog are thrilled to be a part of this exciting journey.”
Client: Godrej Locking Solutions and Systems
Creative agency: Underdog, Mumbai
Production house: Equinox
Director (film): Priyanka Ghose
Producer: Manoj Shroff
Photographer: Avdhut Hembade