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Tag: BilkulSafeHai

  • More than One lakh Indians Fail Godrej Security Solutions’ Home Locker Break-In Challenge

    More than One lakh Indians Fail Godrej Security Solutions’ Home Locker Break-In Challenge

    Mumbai: India’s largest and trusted home security solutions provider, Godrej Security Solution, today completed 150 days of its unique Break-in Challenge. During the first phase of the challenge, held across eight key metro cities of the country, over 1 lakh consumers partook but failed to break open a Godrej home locker as against a locked wooden cupboard.

    GSS’s Break-in Challenge was unveiled in August 2019 during which the company committed to reaching out to 10 lakh Indian consumers from 350 residential societies and commercial establishments across 15 key cities before FY2021. The challenge was commenced in response to a consumer behaviour insight study, ‘India’s Security Solution Quotient’ which revealed 55% of Indian consumers continue to store their valuables in cupboards or wardrobes despite the availability of more economical and safe options like home lockers.

    Commenting on this initiative, Mehernosh Pithawalla, Group Head, Vice President and Global Head – Marketing, Sales & Innovation said, “Last year our consumer behaviour survey, India’s Security Solutions Quotient, highlighted that one in every two residents in India continues to store their valuables in cupboards and wardrobes. This was one of the critical security mistakes pointed out by the study. It highlighted an urgent need to educate consumers that our home lockers are 10 to 1000 times stronger and more secure than wardrobes. Basis the principles of ‘show don’t tell’ we embarked on a consumer activation programme that not just educated consumers but also gave them first-hand experience of security solutions available in the market. We are happy to announce that in the first phase, over 1 lakh people failed in the attempt to break-open our home locker and claim the INR 1 lakh prize money. Consequently, we have seen a proportionate skew towards the adoption of trustworthy security solutions and home lockers amongst the participants as they acknowledge the importance of protecting their valuables and loved ones for attaining peace of mind.”

    The Break-in-Challenge is a part of the Godrej Security Solutions' recent omnichannel marketing campaign, #BilkulSafeHai, under which the company has taken various measures to reach out, educate and engage consumers on the importance of adopting home security solutions. The campaign was launched with a humorous series of TVCs, digital videos and print campaigns featuring leading Bollywood actor Ayushmann Khurrana starting September 2019. As an extension of the strategy, the company also launched its e-commerce store in November 2019.

  • Godrej Security Solutions to invest Rs 100 cr in increasing penetration & adoption of home lockers

    Godrej Security Solutions to invest Rs 100 cr in increasing penetration & adoption of home lockers

    MUMBAI:  Godrej Security Solutions (GSS), India’s leading home security solutions provider, announced its plans to invest Rs 100 crore 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 Khurrana. 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, Godrej Security Solutions vice president and global head – marketing, sales and innovation Mehernosh Pithawalla said, “In India, only 7 per cent of the population owns a home locker. The Security Solutions Quotient study revealed 52 per cent 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.”

    Commenting on the brief, Wunderman Thompson VPs and ECDs Priya Pardiwalla and Steve Mathias said, “It was an interesting and single minded brief, ‘Godrej Home Lockers are ten times stronger than a cupboard’. For this one, we decided to put ourselves not in the shoes of the consumer, but strangely, in the shoes of a robber. Like all of us, robbers too have deadlines, in fact much tighter ones. Within minutes, they need to get the job done before a suspecting neighbour or security guard shows up. However, when there’s a Godrej Home Locker and even if a robber tried his luck to break it open, it would mean much more time, which he doesn’t have. Instead, it’s easier to rob a home that doesn’t have the locker.”

    They further added, “Ayushmann Khurrana lived up to his reputation when we first approached him. The disclaimer was that he will only do the commercial if he finds the script interesting! He plays Shridhar, a bit of a nerd who is very particular and has every eventuality planned out. While it’s dark humour, the amazing combination of Shujaat Saudagar (director), Ayushmann Khurrana and Rajesh Sharma has ensured this is a fun and entertaining film that gives out the message in a light-hearted manner.”

    Godrej Security Solutions also plans to expand its reach to 250 districts with 10000 retail outlets across urban markets in India. To bolster its omnichannel presence, the company has also unveiled its latest e-commerce platform 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.