Mumbai: Godrej Enterprises Group’s Locks & Architectural Solutions has launched its latest brand campaign, ‘Befikar Living Unlocked’, introducing the Next-Gen Advantis IoT 9 Digital Lock. The campaign underscores Godrej’s commitment to enhancing home security through smart innovation, blending technology with convenience.
The campaign’s television commercial (TVC) takes a lighthearted yet impactful approach to address everyday safety concerns. The ad features three astronauts preparing for a space mission when one suddenly realizes he may have forgotten to lock his door—a relatable moment that humorously conveys the need for smart home security. The Advantis IoT 9 Digital Lock, with its app-enabled operation, ensures users can lock and unlock their doors remotely, offering them complete peace of mind—whether at home or miles away.
The tagline—“Ab ghar ke andar ya bahar, raho befikar. Befikar Living. Unlocked.”—reinforces Godrej’s promise of secure, stress-free living.
Shyam Motwani, Business Head, Locks & Architectural Solutions, Godrej Enterprises Group, said, “Digital locks are becoming a key driver of growth, now contributing 10% to our business, with an impressive 45% year-on-year growth. Younger consumers are increasingly drawn to connected, design-led safety solutions. The Advantis IoT 9 Digital Lock is a result of our focus on innovation—combining advanced technology with intuitive features. Our ‘Befikar Living Unlocked’ campaign brings this to life, showcasing how this next-gen digital lock ensures worry-free living with its nine access modes and cutting-edge safety features. To further strengthen our position, we are expanding our portfolio, enhancing key touchpoints, and increasing awareness about smart safety solutions.”
Sumeet Bhojani, Head – Brand & Strategic Insights, Godrej Enterprises Group, added, “At Godrej, innovation is the foundation of everything we do. With Advantis IoT 9 and our smart safety solutions, we are empowering consumers with technology that simplifies and secures their lives. The ‘Befikar Living Unlocked’ campaign embodies this vision—ensuring convenience, security, and peace of mind for every household.”
Key Features of the Advantis IoT 9 Digital Lock:
* 9 Secure Access Modes – Unlock via fingerprint, PIN, RFID card, mechanical key, smart watch, NFC, Google Home, Alexa, and video door phone integration.
* Automatic Triple Bolt Locking – Auto-locks after closing for added security.
* Anti-Theft Alarm – Alerts homeowners to unauthorized access attempts.
* Seamless Smart Integration – Works with smart home automation and voice assistants.
* Enhanced Convenience – Remote access through smartphone apps and wearables.
The ‘Befikar Living Unlocked’ campaign will be rolled out through a 360-degree marketing strategy, spanning digital platforms, social media, and on-ground activations, ensuring maximum reach and engagement.
