Godrej Security Solutions announces 100 crore marketing plan in India
By Bhawana Anand - September 17, 2019
The entire marketing plan will blowout across all communication channels including On-Ground
Godrej Security Solutions (GSS), India’s leading home security solutions provider, announced its plans to invest Rs. 100 crores towards strengthening its omnichannel presence, and product innovation capabilities. As part of the strategy, the company has chosen Bollywood actor Ayushmann Khurrana to be the face of its new multichannel national campaign #BilkulSafeHai.
As part of the campaign, Godrej Security Solution unveiled a TVC featuring Ayushmann. Conceptualised by Wunderman Thompson, the TVC aims to highlight the benefit of adopting home lockers to secure valuables and documents at home instead of regular wooden cupboards or wardrobes. Continuing with Godrej Security Solution’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.
Elaborating on the campaign, Mehernosh Pithawalla, Vice President and Global Head – Marketing, Sales and Innovation, Godrej Security Solutions, said, “In India, only 7% of the population owns a home locker. The Security Solutions Quotient study revealed 52% 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. Through Rs. 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.”
Prior to this, the brand executed an on-ground activation Break-in-challenge, a home security awareness campaign across 350 residential societies and corporates across India. The activation aims to educate over 10 lakh Indians across 15 cities. Likewise, the brand plans to extend its 100 crore marketing plan across different platforms including OOH and On-Ground.
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