Godrej Security Solutions recently launched their campaign #BilkulSafeHai and its new TVC with Ayushmann Khurrana as the face of the initiative. The company plans to invest INR 100 Crore to increase penetration and adoption of home lockers in India. GSS also announced the exclusive e-commerce platform for consumers.
The campaign has been conceptualized by Wunderman Thompson, which aims to highlight the benefit of adopting home lockers to secure valuables and documents at home instead of regular wooden cupboards or wardrobes.
MediaNews4U.Com caught up with Mehernosh Pithawalla, Vice President and Global Head – Marketing, Sales and Innovation, Godrej Security Solutions for a brief chat on the digital locks industry in India and how is Godrej spreading awareness on the benefits of adapting to this super safe locking system.
How challenging is the Digital Security market. Give us some insights about the same.
According to the India’s Security Solutions Quotient study, one out of three Indians admit being careless when it comes to personal belongings and valuables. Additionally, a staggering 88.3% admit entrusting their keys with third parties (neighbors, maids, drivers etc.,) as a matter of routine. All these facts point to the increasing vulnerability towards instances of home intrusions and burglary, risking both life and assets.
The challenge for the market today is raising awareness among people on the need to adopt home security solutions and be absolutely safe rather than relying on quick-fixes. Another challenge being the market is flooded with substandard security products. Low awareness among consumers is exploited by these fly-by-night operators offering ineffective security products at cheaper prices which rather than providing an optimum level of security become a risk proposition for consumers.
Is your home locker torch and tool resistant? Does it offer you armored plate door and body, biometric locking, silent SOS alarm and auto password freeze on wrong password attempts? Is the data/video stream from your home camera passing through a secure server placed in India? Does it offer two-way communication channel with remote access? Is it accessible to elderly? These are few questions one should ask while investing in a home security solution. However, only 7% Indian homes use a home locker. A majority of consumers continue to use wardrobes to safe keep their valuables when there are home lockers which are 10, 100 and 1000 times more secure and durable which are available starting at a price of INR 6999.
How would you define the brand and its journey?
The first Godrej home locker was launched in 1902. Godrej safe was also commissioned for the Queen of England when she and her entourage visited India in 1905. Today, Godrej Security Solutions is India’s leading security solutions provider, offering a comprehensive suite of security solutions for residential, industrial and business premises.
Godrej Security Solutions is the market leader in the space with 80% market share. Despite a low penetration (7%) of home lockers in Indian households, the market is now witnessing 15% YoY growth. As a result of concerted efforts to raise awareness amongst consumers, we are now witnessing a skew towards utilizing security solutions from reputed brands. Godrej Security Solution has always been at the forefront of raising awareness among consumers. However, we are firm believers that emotion and humour are bigger drivers of change than fear psychosis among consumers. Therefore, we have always used creativity to urge consumers to adopt security.
This is why Godrej Security Solutions is the only Indian security solutions brand to win Cannes Lion for its humorous campaign. We have executed multiple thought provoking initiatives such as #IAmSecure, Break-in Challenge, and #BilkulSafeHain highlights our commitment to make every Indian home safe.
What was the consumer insight and research that helped you decide with #BilkulSafeHai campaign and the core concept of the campaign?
Our survey on India’s Security Solutions Quotient presented revealed Indians under-estimate security threats at their homes. A large percentage of Indians leave their keys with neighbors, domestic help etc. and are careless about their valuables. 52% of Indians still continue to store their valuables in cupboards and only 27.4% Indians have access to bank lockers in India. We realized there was a need to increase awareness among citizens to secure their homes and valuables. This led us to the concept of the campaign #BilkulSafeHai where our goal is to educate the consumers about securing their valuables. The campaign also endeavors to change behaviors of storing valuables in a locker instead of a wooden cupboard, which is easy to break. The core concept of the entire campaign is to ensure that people are equipped to take charge of their own security.
What is the sort of investment made to the campaign with creatives? And media buying across platforms?
Godrej Security Solutions has committed to spend INR 100 Crore in the #BilkulSafeHai campaign over the next three years. The investment will be utilized towards strengthening its Omni channel presence and product innovation capabilities. In the first phase of the campaign, we have launched our humors TVC roping in Ayushmann Khurrana which has been received well across demographies and markets. The campaign will manifest in various forms over digital, social media, television, in-cinema and theatre.
We have also initiated an on-ground nationwide Break-in-Challenge which dispels myths associated with home locker’s strength and durability. The challenge will touch upon 10 lakh Indians lives across 15 cities including Mumbai, Delhi, Kolkata, Ahmedabad, Chennai, Hyderabad, Chandigarh, Bengaluru and Pune in the next six months. We believe that this initiative will drive the change towards consciousness towards home security solutions.
What is your core target audience?
Anyone who wants to secure loved ones and valuables is part of our primary target audience. With the new range of affordable home lockers starting at less than INR 7000, we want to make every home Absolutely Safe.
How ready are Indian consumers for digital security solutions? What is the sort of research you have done for this?
Few years ago, only 2.5% of Indian homes owned a home locker. Today, 7% of Indian homes have invested in a home locker. While the figure is abysmally low in comparison to other countries, we are happy that our country has started recognizing the importance of security solutions. Today, consumers are not getting easy access to bank lockers, and are worried equally of losing their important document as they are of losing their valuables. The millennials are technology savvy and understand how security solutions and home lockers can aid in securing peace of mind. Consumers believe in taking charge of situation and being a doer. This reflects in the healthy growth rate of 11 to 15% the market is currently witnessing.
Elaborate on the Bilkulsafehai campaign
#BilkulSafeHai is a 360 degree, omnichannel campaign designed to reach out to every individual who keeps their valuables and documents at home, assuming it to be the safest place. In the first phase of the campaign, we have launched the TVC with Ayushmann Khurrana as the lead which has been well-received across the country. Simultaneously, we have initiated a Break-in-Challenge across the country. It aims to educate over 10 lakh Indians across 15 cities including Mumbai, Delhi, Kolkata, Ahmedabad, Chennai, Hyderabad, Chandigarh, Bengaluru and Pune in the next six months on why home lockers are 10, 100 and 1000 times more secure than ordinary wardrobes.
Based on the India’s Security Solutions Quotient survey, we observed that one in every two residents in India still continue to store their valuables in wooden cupboards and wardrobes which are easily breakable. The unique Break-in-Challenge encourages residents and professionals to attempt breaking open a home locker as against a locked wooden cupboard drawer. During this challenge, we have witnessed consumers agree and acknowledge that their valuables are safest in a home locker. It also dispels myths associated with home locker that it and educates consumers that every home can easily invest in a home locker to not just secure their valuables but important documents too.
How did you decide to rope in Ayushmann Khurana for this campaign? What are the associations that you want of Ayushmann to have a rub off on your brand?
Ayushmann Khurrana perceived as the humble family man of Bollywood by the audience. He is a regular guy who everybody can relate to, and that is his strength. He is not a villain fighting hero; but a hero who chooses to do the right thing. As an audience, we all connect better with him and his movies. His persona is that of a thinking man. His choice of films and the characters have made him more relatable to the audience as they are more practical and real. There is also a strong synergy in the values of Ayushmann and our brand. He has chosen movies, which reflects progressive thinking and a new way of doing things.
Ayushmann Khurrana is a perfect fit for the ‘BilkulSafeHai’campaign from Godrej Security Solutions as we are urging consumers to make sensible choices but in a light-hearted manner. To make a shift and do something they should have done a while back: Which is being Absolutely Safe.
What is the way forward for Godrej Securities?
Godrej Security Solution will continue to drive awareness campaigns to help citizens take charge of the security of their loved ones and valuables. We shall continue to use quirky yet engaging mediums to raise awareness on the subject so as to make every home Absolutely Safe.