Mumbai: 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 (https://youtu.be/gmRXMXsSo8s) featuring Ayushmann. Conceptualised by JWT, 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.”
Ayushmann says, “I am happy and thrilled to be associated with Godrej Security Solutions for the campaign #BilkulSafeHai. I am working with veteran actor Rajesh Sharma in this TVC where we are playing neighbors who have a completely different approach towards home security and safeguarding valuables at home. I always prefer scripts which are different, with one-liners or a social message. With this TVC, we want to tell the society that, one needs to be sure and take the necessary steps to ensure their families and homes are absolutely safe. I put my personal documents and important papers in my Home Locker and I would urge people to make use of technology, use security solutions.”
Godrej Security Solutions also plans to expand its reach to 250 districts with 10000 retail outlets across rurban markets in India. To bolster its omnichannel presence, the company has also unveiled its latest e-commerce platform (https://shop.godrejsecure.com) and a range of new home lockers starting Rs. 6299 only. The new range of lockers by Godrej Security Solutions comes in various sizes based on the different needs of customers. To exhibit the efficacy of home lockers, Godrej Security Solutions has also launched the unique nationwide “Break-in Challenge” engaging over 10 lakh citizens. The challenge will cover 15 cities across India, including metros as well as Tier 2 and Tier 3 markets.