Godrej Security Solutions ropes in Ayushmann Khurrana for #BilkulSafeHai campaign

The TVC has been conceptualised by Wunderman Thompson

e4m by exchange4media Staff
Updated: Sep 16, 2019 4:27 PM

Godrej Security Solutions (GSS) has 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 actor Ayushmann Khurrana to be the face of its new multi-channel national campaign #BilkulSafeHai.

As part of the campaign, Godrej Security Solution has 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. The TVC dispels the myth that one will never be the victim of theft and 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 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, Priya Pardiwalla and Steve Mathias, VPs and ECDs Wunderman Thompson said, “It was an interesting and single minded brief ‘Godrej Home Lockers are 10 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.”

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